This is a two part, empirical study of the millionaires and not-so-rich townfolk of a small Southern college community and a brief survey of the wealthy and working class elements of the San Francisco area. The root subject is the web of financial dependence woven about the unsuspecting middle class family (read Average Americans) and the many devious and un-Christian methods by which the small millionaires (read American Capitalists) keep this confidence game going. The author is neither a revolutionary nor an apologist for the system. He is a sociologist in the non-ideological, liberal tradition of Veblen and C. Wright Mills whose rigorous fealty to their discipline affords them a view of American society as objective and as warm as the Martian next door. Once the reader accustoms himself to the jargon of this social science, he will discover a critique of our consumer society that Vance Packard would not and could not write.