It can be all, wealthy people fall in a different category, why they strive to get more wealth.  Just like what you had given, they are used to looking for opportunities that they do without even thinking.  It tends to be automatic.

Others strive to earn more to maintain their luxurious lifestyle, others want to outdo their friends achievements and have something to brag about.

I think the most noble is wealthy people striving to earn more for their family's next generation.  They wanted their next generation to not worry about finances thus they are doing everything they can to save more money for the next generation.