America's rich, in these volatile economic times, are becoming more value conscious than ever. One Telegraph article even quotes the head of a private jet brokerage firm as saying that customers, while flying private, can no longer find value in paying $50 for an in-flight lunch. Considering the amount of spending attributed to the top 10% of income earners, I'm not surprised that I've seen so many articles published on this topic in the past several days, including one in my local Toronto Star. However, it seems to me that a lot of this is based solely on the perception of value, rather than actual dollar-over-dollar savings. It's not like those choosing private jet travel have to save, they just want to feel that their spending is a little more reasonable than it used to be.