Has anybody, even once in history, sat around with a sizable check or a fat wad of cash going: "Gee, I really don't know what to do with this"?
Why do advertisers pretend that it happens, or suggest that it's happening to us? Are they trying to create a fake problem so they can market a solution, like what happened with Restless Leg Syndrome?
In my experience, human nature is to say: "Hmm, if I ever get some money that I don't need for something more important (like the 'Stache), I'm going to..." As a species, we spend a lot of time coming up with ideas and then shoving them up our asses. Then, when an opportunity strikes, we can reach down, pull an idea out of our ass, and either go with it or have something to start seriously considering.