There are a few things that could lead to this. First, if your peer group comprises people with far higher net worths, your frame of reference will skew to seeing $10M as not enough. Second, and related to the above, if your lifestyle requires spending well over $500k a year, $10M will not be enough to provide that without working for more money, so again, $10M won't seem like enough. Third, if your mindset is all about striving for ever more, no amount of money, $10M, $100M, or even more, will ever be enough because your mind will always move your goal posts beyond whatever wealth level you achieve.