First of all, it means supporting a robust social system, that have provided treatment for my family member's cancer for free. Something that would likely have resulted in bankruptcy in the US, prior to ACA.
Secondly, being in the high end of the tax rate, means i have a high income as well - and it seems only fair that i pay more in taxes than people who make very little to begin with. Society has to function, and let's make the broadest shoulders bear the largest burden.
I think free higher education is one thing that really help sell higher taxes to high income earners. Free(ish) healthcare is awesome, but you get the feeling that it mostly benefits poorer and older people. Free higher education is comparatively cheap, but it makes our lives simpler and stress free.
Thus, Greece is an example of why we need to remember to keep our politicians at check.
Based on anecdotal evidence, I think that people paying more than 30% rarely ever "love" paying taxes. Below that, it seems to feel much more ok (I'm also below 30% and - while I'm not enthusiastic about paying taxes - it feels like a fair deal).