I think most of my good friends know that my wife and I live on about half our income. A couple of them make jokes about how I'm cheap just in fun, but really they understand that I just have different goals they respect me for it. One of my friends and his girlfriend have actually joined me and I think they have a higher savings rate than we do.
My parents have 8 and 11 siblings, so I have 33 aunts and uncles! My side of the extended family is generally affluent, so my lifestyle doesn't pop out to them at all. Furthermore, it's common to talk with my relatives about finance related topics. My parents and one of my uncles helped me set up an LLC a few years ago (uncle manages holdings for a large real estate investor). Some cousins and another uncle have given me tax advice (they are accountants). Another is a multi-millionaire due to inventing a better way of building a sensor that goes into a car, he split from General Motors, and formed his own company making the part and getting a patent. They are interesting people and generally very supportive of how my wife and I live. Money is talked about pretty openly, and I got to be part of the conversation at a young age.
My wife's extended family is overall less affluent and many do not have a general understanding of finances, savings, or have high incomes. For example, one of them, who is flat broke, met a guy, a month later went on a trip with him to Texas, they came back to Michigan with a new 25k souped up mega truck, and announced they got married while they were down there. That's more than I've spend on every vehicle I've ever owned combined...and don't even get me started on the marriage decision:) Stories like that are more typical on her side, but there are exceptions.
It's not that I hide things per se when talking with certain people, it's just that certain things typically don't ever come up. There's no chain of events in a conversation with many relatives/friends that would ever lead to talk about investing, savings, finance, etc, because that's not even on their mind.