For every move we make, he is going to make ten. Money is no object for this man and whilst his investments are important to him – I can promise you that his ego is even more so and he will stop at no lengths to make his “status” known – whether he is loved or hated for it.

I agree with this @jaynie! It has evolved to become more than the money (money's important, undeniably) - it has become an issue of face. If he backs down, he'll lose face.