The flip side is that when the Great Marketing Algorithm tags you "rich", you're suddenly inundated with special offers, savings, concessions of all kinds, freebies, investment opportunities - some more plausible than others - and other benefits.

You not only get your boots discounted and/or bundled with some other offer, there's a fair chance you don't have to pay for them at all.

I've been on both sides, and the differences are a real eye-opener.