There are other areas where the Chinese government is cracking down on improductive activity that is harmful to the economy without challenging the CCP's power, like real estate, bitcoin miners or most recently EdTech.
What about their wrong simply being "getting too rich, and successful," and causing somebody a burst of jealousy?
Becoming richer than a partyman in some small village is very much a challenge to the party. What changed now is that the entire China has become that village.