for some reason I actually clicked on the link..
to me, it sounded like he said "lifestyles of the big and famous"... not "rich".
and I believe "famous" would require you to be well-known to the general public... not just well-known to a sub-culture.
that's like Louie Simmons calling himself "famous". Even though he's well known in powerlifting circles, there are many, many bodybuilders (similar "culture", both lift weights) that have never heard of him.