For some it may be an ostentatious demonstration of the trappings of unbelievable wealth, but for others it is a chance to flaunt it big style. Moscow's Millionaire Fair has become a highlight of the social calendar,
When we went to film I could just about afford the price of a coffee - fortunately for the exhibitors I was in the minority.
Their aim, however, is not to attract the small change of impecunious TV reporters.
They are instead targeting a new breed of Russians who have seriously deep pockets - think of the cash that oligarchs like Roman Abramovich and Boris
Berezovsky regularly throw around.
According to the organiser Yves Gijrath the Russian market is the one to be in at the moment for companies selling luxury goods.
Russians he says "are not afraid to spend. They spend in an instant, they don't think about it."
And the source of their wealth: the spoils from the dissolution of the Soviet union and the billions of roubles pouring into the country from the sale of oil and gas exports. (With oil anywhere between $50 and $80 a barrel at the moment, Russians are coining it in.)
The items on display at the fair make you light-headed when you see the price tags.
How about a bottle of perfume from the cosmetics company Guerlain for £25,000?
If that's not enough, you could always buy a jewel-encrusted mobile phone.
The ones on offer from Vertu were a snip at just £50,000!
For the serious big spenders though there's real estate, yachts or even thorough-bred racehorses.
The one we saw paraded in front of Russia's champagne-quaffing elites cost £500,000.
But the punters at the Millionaire Fair are a select and rare breed.
Most Russians find themselves living the other extreme.
The average official income in the country is less than £4,000 a year.
For every story of excessive consumption, you will hear a thousand more about ordinary families who are being priced out of the market.
A recent survey found that Moscow was now the most expensive city in the world - and that is on any income!
Getting a foothold on the property ladder is an impossible dream for many.
With apartments costing on average £2,200 a square metre in the capital, very few people can buy into and live the new Russian dream.
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