> Presumably the guy is distinctively not rich, or he wouldn't have gotten involved in such risky business to make money.

The more I watch the behavior of the wealthy the more I see that either 1) there is never enough to satisfy them or 2) (more likely) getting it is the thing they enjoy — so why would they stop at some arbitrary point?

I think his wealth or lack of is orthogonal. The article in fact mentions his motivations being more along the lines of enjoying living on the edge, living dangerously (see his documentary work).