Rich families do not like to marry off their daughters to men of lesser means. Even though their family is rich, they want her to marry someone richer. It's one thing if the poorer man has a promising future and ambition to make his own money, but if not, they'll smell "gold digger" a mile away. Even though women have been doing it for years, it's still a much bigger stigma for men. He might be able to live rich, but not get rich, because all his wife's money will be guarded by nests of lawyers, trusts, and prenuptual agreements, and every move he makes will be closely watched.