Being frugal is the new luxury.
When you’re rich enough that you no longer desire or need to buy the most expensive stuff, this is true luxury. when you got nothing left to prove to anybody, not even yourself.
When you have the option, deciding to choose the cheaper option, as a pure aesthetic choice. Also, being frugal is often much more simple in life. For example, the simplicity of find groceries at ALDI, instead of Whole Foods (too many products).