Logically you would think the answer should be that money shouldn’t matter much, but it always seems to. It’s still a way of keeping score and a proxy for power. They’ve always longed for more money/power and as they get older and their brain slows down, they don’t suddenly change. What old billionaire have you seen says “you know what? I’m going to give everyone raises! I don’t need more money! We should all be happy together!” (Almost) never happens. They want more and more and more… and then they die.
Because, in reality, peaceful protests don’t work. We’ve been taught that they do, but they don’t.
The most successful protest going on right now is against Tesla. A bit of anonymous property destruction and a boycott, crashing the stock price, those things actually work. Getting together and holding signs doesn’t actually do anything, especially in some place like California.