I cant read the article, but in the face of it, I see no problem unless the friend was saying please pay for me as I'm poor. This though would be much more than hiding one's worth.

I dont flaunt our wealth. Sometimes I pick up the tab but I would always let someone else do so as well. People are often surprised when they see where I actually live as my outward appearance says joe average and I'm happy to be that guy.

I hope the article is not suggesting that people who dont signal their wealth are somehow being disingenuous.