Zivity [2] hits the Sunday NYT, in a profile about the young super-rich ...

They are happy to be wealthy, of course, but many of these baby-faced technology tycoons often seem indifferent to the buying power of their money, at least at this stage of their lives. Instead, nearly all of them have chosen to throw themselves back into a start-up, not so much because they want a spectacular new home or a personal jet — though many of them do — but because they are in a competition with themselves and one another.

Several times a week, he would listen to the gentle hectoring of older, well-dressed men and women whom he playfully mimicked, employing a basso profondo, game-show announcer’s voice.

“Think of the kids you don’t have,” Mr. Levchin quoted them as saying. “Think of your unborn grandkids.”

“This ‘next race’ attitude really shapes your brain.”

“Spending money is a fine pursuit, and anyone’s welcome to do it,” said Scott Banister, a close friend of Mr. Levchin’s since college who recently sold an antispam company to Cisco for $830 million and is now working on a social networking site, Zivity, which he describes as a “cross between Playboy and American Idol.”

“But then obviously at that point, you’re spending,” he said, “not producing.”