How do you define "rich"?

Yesterday, Soren pointed to a box of fruity but marginally healthy cereal, and told Katherine, "This cereal is rich. So you don't want to eat too much of it." Then he paused briefly and noted, "Rich people love this cereal." Today, Katherine asked him what a rich person is. He explained, "Rich people eat lots of rich foods like butter...and pepper...and cereal."

He also informed us that John McCain is Barack Obama's father.