They have to hope people succumb to lifestyle inflation. They probably try to get you hooked on $5000 suits, $200 diners, luxury vehicles, vacations in the Hamptons, etc.
A lot of these things don't bring you much additional happiness compared to their lower cost alternatives (especially not suits or fancy dinners).
However, what does bring you lots of additional happiness is being able to afford a home that is large enough for you within a short walking distance of work. In many places like SF or NYC that requires a serious amount of money (many millions), and yet it does significantly improve your happiness in a way that a lesser amount of money cannot by buying you more available time each day.
