A general sort of synonym for "rich," similar in use to "well-to-do." It's often a term used by those who are accused of being rich, but don't much like the snobbery inherently implied with that term. In such a scenario, it's more supposed to mean something along the lines of, "having enough money that I don't need to worry about my accounts, but not having so much money that I can buy solid gold houses and carved diamond wristwatches every other Tuesday."

What bryan is...not RICH, oh no...well off

An indication of genuine, but not extreme, shock or surprise. Best said in a Southern accent.

More savvy users can infuse the phrase with sarcastic meaning, as a variant of "Duh!"