Just FYI, my family immigrated to the US when I was an infant and I've lived in the different parts of the US since then.

So while I had a mostly eastern upbringing, I still grew up in the suburbs, went to public schools, and lived a typical American life.

It would probably be easier for the Mikes of the world to be happy not spending that extra 20% on consumer goods if our peers and role models weren't all doing the same thing. Good reason to be a Karthik, I guess.