Yeah, bro AHL is correct, you need to think from their point of view to understand why these rich people pay so much more.

The more money you have at your disposal, the less important it becomes during your decision making process. Instead of thinking about money, cost efficiency, bang for buck, you start making your decisions based on time, effort, and your level of desire. If you really want someone or something, you wouldn’t care much about burning some cash when you have heaps of it to burn. You’d probably burn it doing some other stupid activity anyway, like gambling. Why not do it to satisfy your little bro?