I used to be married to a girl from the South (Surat Thani). She worked in Bangkok for Siemens BTS project and her family had a big plot of land where they were growing fruit, rubber trees and Chicken. Her family was pretty well off, but every time I visited they lived quite modest. Old house, smallest car you can buy and they never really showed off with stuff and things. The only thing they invested money was my ex-wife's education in Bangkok and the University was by all means pretty standard, nothing hiso. When we got married her parents also bought us land and built a small house as a present. So in all they were quite nice, not greedy and level headed. I normally hate the life in the village, but I actually liked going there for a visit as everyone always seemed to be enjoying themselves with just simple basic things. It looked like something out of a storybook.
So, I do wonder is this money issue is only Isaan problem and with certain demographic.