The Malagasy vanilla farmers behavior in the face of a windfall is not that different from many Americans actions in similar circumstances from what I've seen. People with a sudden access of money will often splurge on bizarre displays of wealth, sports cars and motorcycles, fancy clothing they rarely wear; etc. Often not because they have a long-held desire for the toys they are buying but because they have a cultural template of what wealth and success should look like that they are trying to act out.