Because common people by honoring the wealthy exhbit ignorance of what truly warrants honor the Creator in turn give them more ignorance namely of the means to what they desire so that all their lives they are caught up in strenuous effort and much toil while they neglect what they are obligated to exert themselves in and pursue i.e. fulfilling their obligation to the Creator and offering thanks for His kindnesses toward them. The pursuit of these would no doubt be more likely to lead to the achievement of their desires pg 415