Actually, a lot of very wealthy people don't advertise their wealth. The phrase "money talks, wealth whispers" comes to mind. I work in the financial services game, and I have some clients that are extremely wealthy, you wouldn't know it from how they approach things. Keep in mind, there are a lot of people that should be on the Forbes list, that aren't, because they opt out.
For someone like Ruiz, he has to market his wealth because it's a huge part of who he is. It's the same reason why Trump does it. Their wealth is part of their brand, it buys them credibility. Compare that to some of my clients, who are 3rd or 4th generation wealth. They don't give a crap about credibility.