I often read people saying they want to earn enough money so they don't have to look at price tag of product. Imo, even if you are rich you wouldn't want to spend money on things that are not worthy of price being paid.
You wanna look at product and then it's price, if it's worthy of price, you purchase the product.
Being rich is not equal to looking at the price tag but changing their lifestyle. People who are rich have been able to get what they want, but to maintain their lives at the same level, they have to spend more than normal people because they have to cope with their jobs, community circles, and everything else. Let me explain with one example: a friend of mine worked for a local company near his hometown, and after two years, he got a job in town at a high-tech company. Suddenly, he changed his appearance, dressing, and everything. It doesn't mean that he wants to show off, but he tries to adapt to his new city life. So the price tag is always an issue at a certain level for them as well, but they don't have a choice.