People who were once not so wealthy that became wealthy and are ignorant to fact that their wealth changes their personality and the way they treat their friends/family.
Use their wealth to have something to talk about to friends/family who do not. Ignorant to the fact that they are sounding selfish. Also ignorant to friends/family who they see need help but do not offer. Just talk about having to spend money on selfish needs. Then if they are asked for help and they do, they treat the ones they help with no respect. Have complete wealth ignorance.