because he doesn't coddle their every whim or make grandiose cash injections to show his family he loves them. There are those families where it's what you $$$ versus the time spent or effort made to connect emotionally with family. It's pretty obvious marrying into one of those situations. You can talk about humility, and pride, and it just goes over their heads. Doesn't matter if they are LDS or any other faith, the fact is people can fall in love with mammon. It's why we're warned against it all the time.