People can (claim or choose to believe anything) they want!
Our society also dwells on pursuing the right to be "special" over being equal. Equality or parity equates to being average or mediocre.
There will always be products and services for people who are considered to be VIPs, first class travel arrangements, 5 star hotels and restaurants, people who are admired or revered, listened to while others are ignored or looked down upon.
Mankind is competitive by nature. With every competition the end result is someone is classified as the winner and the other person or team is a loser. Every group has awards, trophies, or certificates.
We call the person with the highest GPA the class "valedictorian". People have a need to know how they are doing compared to others.
Most of us are always comparing ourselves to others and looking for ways to "stand out". We believe if we're the "best" at (something) it makes us "special". Does a man with a beachfront mansion, a wife, and beautiful family think he's "better" than a guy who is a drug addict and homeless sleeping underneath a freeway overpass?
You bet he does! He's most likely lying if he tells you otherwise.
However in the end we're all born, live a certain amount of time, and then we die. Death is the great equalizer. Everyone dies.