That’s a very broad generalization. Lots of people need to prove their prosperity with giant houses, and other people just want a house that has the room they need and isn’t hard to clean. There are people who need designer label clothes and gold chains and people who are very happy with thrift shop aloha shirts. I don’t think ostentation is wired in at all, it’s more of a personality quirk some people have more than others, like their resistance to advertising or how spicy they like their food. It’s a combination of genes, culture and habit.