They make themselves comfortable with the prospect of having more money. They make themselves familiar with every change, every step up the economic ladder and they feel like they deserve their newly acquired income, after all they have worked for it. This principle in itself is important as it explains why some people who unexpectedly come into money, subconsciously want to get rid of it just as quickly, they simply don't feel like they really deserve to have it. They are aware that they have not earned it and at some level, most of them have probably been scared by it.
There are a lot of negative connotations associated with being very wealthy, as well as the obvious benefits. We've all heard the old adage 'more money, more problems' and in some respects this is of course true. Rich people are not always popular and their fortune can attract envy from others. By and large people like to be liked, and there is an awareness that a sudden surge in fortune can lead to a shift in peoples opinion, and not always in a positive way. Having more money does not make you happy, there have been enough examples of such cases to know this to be true, however what more money does give you is more choices and options. This is an attractive prospect, but on the flip side it also means greater responsibility. When we think about the people that have built up their wealth over time, this responsibility has been built up with it, so they are better able to cope with it. When it is suddenly thrust upon you, the feeling of more responsibility is just too much for some people to feel capable of managing, and they want to abdicate it.
The perception of how far the money will actually go also becomes distorted, they regard it as such an unfathomable amount that they couldn't possibly run out. However it soon becomes apparent that it's not quite as much as they anticipated it to be. As income increases so does the standard of living. The restrictions of a previous lifestyle get replaced with a new way of life that matches the greater amount of money available. Each time wealth increases new ways of spending it begin to present themselves, what would have been dismissed before as out of their price range becomes easily affordable. This is fine at first, there is plenty of money to play with, however when spending consistently outweighs income, savings will inevitably run dry. The win (although substantial), was a one off cash injection, interest is all well and good, but will decrease along with the savings if spending sanctions are not put into place. It is just as important to keep an eye on your spending, when it comes to the millions of pounds as it does with the few.