Gee, I'm not rich, but I do shoot a 1Dx (the new MkII isn't in yet), and have the trifecta of Canon zoom glass, 16-35, 24-70, & 70-200 as well as some real nice long glass. It was just a matter of priorities. I'm not a gamer, don't need $6.00 coffee every morning, drive a nice car for 10 years (they stay nice if you care for them) don't feel the need to go out most meals to eat nor go out most nights with my friends.
I do cook us home cooked meals, have friends over or go to their house to get together, brew my own coffee and we save our money. Do we live like poppers? Nope, but we get the biggest bang for our buck. Just got back from a week in San Diego with the wife. She had a conference, her trip and hotel was paid for so it only cost us my flight, three extra nights at a good rate and a rental car just for a couple of days. Had a real nice time.
She has a conference in San Antonio in September. We will take the money her work would spend on her flight for gas, drive our own car there, stay an extra 3 nights, have our own car to drive as much as we want with gas paid for. More bang for the buck.
Now if we were rich, we would probably do the same thing. We only have our select passions and they are few. For both of us it is family and friends first. For me the other two are photography and wood working. For the wife it is her volunteer work with Scouts.
What we would get is set up three very large college trust funds for our three granddaughters so they can pursue their educational choices to make a better lives for themselves and trust funds for all of our kids, spouses and grandkids.