$30K to name your baby, $200/hour for a ‘pet nutritionist’ — niche consultants are making bank off the wealthy. Silly spending, or real investment?

Here’s what some wealthy Americans are spending their money on.

Baby name consultants

Baby-naming consultants help affluent parents find the perfect name for their new bundle of joy. Taylor A. Humphrey, a baby-naming influencer and consultant in the San Francisco Bay area, charges $200 for an email with personalized recommendations. But for the VIP treatment, her services start at $10,000 and could go as high as $30,000 (1).

Is it a waste of money? For the average person, this may seem akin to throwing money away. But some studies show a correlation between a person’s name and their future success. Specifically, people with easier-to-pronounce names are more likely to be in high-ranking professional positions (this is correlation, not causation, though — and bias is a big factor). Having the right name could boost public appeal (or make you seem more interesting), so for some affluent families, the price is worth it (2).

‘Pumpkin concierges’ for porch decor

Don’t have the time or inclination to decorate your porch for every season? You can outsource that. Pumpkin concierges will place pumpkins and gourds in Instagram-worthy arrangements on your porch in autumn, which can cost upwards of $1,000 for a more ornate display. Some pumpkin concierges offer cleanup after the season ends (at an extra cost, of course) (3).

Is it a waste of money? For affluent Americans, porch decor might be about keeping up with the neighbors, but it could also be about increasing social capital — says, perhaps, the family hosts charity events in their home with affluent individuals. For businesses, it could also be an investment that helps attract customers, indirectly helping to drive sales.

Sorority rush coaches

Sororities unlock countless future opportunities, but have limited spots, so competition to get in is fierce. That’s why some affluent families are paying for “rush coaches” to help their daughters through the process. One coach, interviewed by The Washington Post, offers one-on-one coaching that ranges from $3,975 to $6,000 — helping with anything from scripting video applications to curating Instagram feeds (4).

Is it a waste of money? For some, a rush coach is considered an investment — getting into a good sorority could help their daughter make influential connections to establish and build a career. But studies have mixed findings; some found that membership in a sorority could be associated with lower grades, particularly in rushing and pledging seasons (5).

Pet nutritionists

Some well-to-do pet owners — particularly those who view their pets as family members — are spending money on everything from pet nutritionists to human-grade gourmet pet food.

One New York City company offering pet nutrition consultants ranges in price from $75 to $200 per session — and that doesn’t include the cost of fancy food (6). Once you add in-home vet care to the mix, owning a pet can get even more expensive (7).

Is it a waste of money? One study by Rover, a pet care marketplace, found that the lifetime cost of pet care is $32,170 for a 16-year-old cat and $34,550 for a 10-year-old dog (8). Once you add in luxuries like gourmet food, pet nutritionists and in-home vet care, those costs can skyrocket. Nearly all U.S. pet owners (97%) consider their pets part of the family, according to a Pew Research Center survey — but dogs and cats don’t need a fancy diet to feel loved (9).

Budgeting for frivolous expenses

What some people consider frivolous, others may believe boosts social capital and increases chances of perpetuating wealth. Some things, though, are just a waste of money.