Ok, the reactions here have been pretty odd.
In the far east, presenting a face (mianzi or lian, explained here) is more important than in the west. Yes, it's a generalisation, but it's more true than not. In some circles, it's all about appearances and presentation, with the watch you wear, the car you drive, etc., and putting on a show of richness can be more important than presenting other traits.
It's a long discussion, but I'm a little shocked people jumped down Dabom's throat. Maybe you're all shamed into a loss of face and have to rattle sabres to keep the illusion up.