No, that's not it. The main point of the article has been that the rich, instead of spending outrageous amounts of money on material things, are instead opting

No, that's not it. The main point of the article has been that the rich, instead of spending outrageous amounts of money on material things, are instead opting for non-material things to spend money on, and to signal their socio-economic status amongst peers. This has traditionally not been the case, where the rich spent a lot of money on fancy cars, houses and such to be as different as possible from other strata of society. Now such ostentatious displays of wealth are no longer sufficient to signal your high socio-economic standing and that is a rather huge change.