If people who feel deprived are frequently reminded of their relative deprivation, they will tend to dislike it. If your friends all talk about their vacations in Bali and $300 dinners, most people will find themselves feeling at least a little inadequate no matter how wonderful, kind, loving, and compassionate those friends are.

The same thing will happen even via more subtle means as people give moderate-cost gifts or wearing clothing that is visibly more expensive.

You're 100% correct. People like to be around friends. It's perhaps worth considering that there might possibly be more to it than just that.