That is the new and interesting book by Rachel Sherman, consisting primarily of field work and interviews with the very well-off. Here is one bit:
…they described their desires and needs as basic and their spending as disciplined and family-oriented. They asserted that they “could live without” their advantages if they had to, denying that they were dependent on their comfortable lifestyles. They distanced themselves from the negative images of consumption often associated with the wealthy, such as ostentation, materialism, and excess — all markers of moral unworthiness. These interpretations allowed them to believe that they deserved what they had and at the same time to cast themselves as “normal” people rather than “rich” ones.
…for my respondents to be a “good person” was not to be entitled.
The rich themselves seem to be fond of the distinction between “the deserving rich,” and “the undeserving rich.”