Actually, it is a rather simple logic of distancing onseself from the social class right below one's own, with which one can be mistakenly identified. Thus, the noveau riche distance themselves from the lower class of their origin by aping golden opulence and engaging in conspicuous consumption which theier old classmates cannot afford. The old rich, by contrast, distance themselves from the noveau riche by embracing the insignia of the class from which the noveu riche try to distance itself. Examples may include dressing down, espousing a communist world view (as some British aristorcats did), conspicuous consumption of tasteless (but expensive) organic food, quackery (aka "alternative medicine"), pickup trucks, etc.
Wojtek