What is happening here is so interesting. Taste as a technology of moral legitimation with the relocation along aesthetic lines. “I’m not THAT kind of rich people,” the establishment of an exclusivity that demands a specific expression of cultural capital. I don’t know if the larger function is to protect oneself from the wider cultural antipathy towards the wealthy or just a personal dislike of tacky things, but watching this kind of thing get constructed in real time is incredibly fascinating.