This is where the whole need and want thing comes into it. I've heard people tell me they 'need' 2 cars, (new ones), they need a mobile phone for every member of the family, they couldn't possibly live in a smaller house, they need all the junk they fill those huge houses up with, they 'need' to buy designer clothes for their kids etc etc...
Its all about appearances. My daughter used to say to me, oh Mum, those people must be really rich, they have all this stuff. In fact, it was more of a case of those people are in a huge amount of debt, and have trouble feeding themselves.