OP is not saying rich people should pay more; He’s saying get rid of the tax incentives. Yes, they end up paying more, but then poor people are paying the same as the rich.
"Rich" (which is a relative term anyway) people are, by and large, the same. Get rid of the incentive and you'll get rid of the progress that comes with it. Saying "oh take away the incentive because not everyone pays the same amount" is a great way to get people to stop investing in it at all. It's not like poor people are going to say "oh wow, the rich people won't get a tax break for investing in this, now I'll definitely invest!" right? So poor people still won't be able to invest and now rich people will have less of a reason to overcome their ambivalence. Shockingly enough, taking away incentives will deincentivize people. Who knew?