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All [long-term] wealthy people care about price differences. They'd go broke if they didn't (see lottery winners). Even billionaires don't just throw their money around, because their money is still scarce and they want to spend it so as to maximize their expected utility.
Replacing bread with wine doesn't change anything; if a billionaire slightly prefers one type of wine to another, he doesn't arbitrarily pay a ton more for it. He pays the market price.
There's a reason the saying "If you have to ask for the price, it's too expensive for you" exists.
A huge reason why lottery winners go broke is that they don't earn more money, there are other rich people who do earn money and who spent it lavishly.