It is one of the cornerstones of the neoclassical economic model (the currently “in” description of the economic reality) that utility a person gains from consumption of a good or service is decreasing with the amount consumed. Classical example illustrating the notion is feeding a starving person — sooner or later consumption leads to satiation. Money however is a type of good whose acquisition can not be described by this rule if certain conditions are true. In particular behavioral economists found that income from own labor does not diminish desire to acquire more. In fact the opposite is the case — the higher the monetary reward the greater the motivation to increase work effort. A notable part of these finding is that people are driven not by the purchasing power (resp. “economic” value) income provides but by what it represents — a measure (signal) of their competence. Considering that according to the Self-determination theory one’s well-being depends on satisfaction of the basic needs of competence autonomy and relatedness desire to maximize the income amount is understandable. Unfortunately the competence signal is expressed by the amount of income resulting in a situation when maximizing the signal necessarily leads also to concentration of economic value and income inequality.