Last year, in the wake of the 2009 credit crisis, some colleagues and I discovered that our recruiting specifications for affluence didn't consistently produce affluent people. Also, we noticed a different tone in the media about affluence. The term "the Rich" began to infiltrate headlines. And, references to the "Mass Affluent" disappeared. Our search for answers led us to perform our own study leveraging data from the annual Mendelsohn Affluence Survey.