I believe it typically won't be the ultra-wealthy, but people who are just barely wealthy enough to afford it. (Which isn't all that high of a bar. An $80 bottle of water could be afforded as an occasional purchase by your average software engineer.)
As Bill Gates fictionally said on The Simpsons, "I didn't get rich by writing a lot of checks!" Someone who has accumulated that much money probably has more sense about what they spend it on.
