San Francisco saw an unusual demonstration on Saturday as a small group gathered to publicly support the nation’s wealthiest individuals, a move sparked by growing debate over a proposed tax on billionaires in California.
A Surprisingly Pro-Billionaire Rally in San Francisco
A small demonstration in support of billionaires drew both supporters and satirical counterprotesters to San Francisco’s “Billionaires’ Row.”
- The “March for Billionaires” was organized by 26-year-old AI startup founder Derik Kauffman, who opposes a proposed wealth tax in California.
- Approximately 18 demonstrators gathered in Pacific Heights to show support for billionaires, while around 15 counterprotesters offered satirical opposition.
- The event highlighted the increasing tension surrounding wealth inequality and the role of billionaires in society.
Word of a “March for Billionaires” began circulating in San Francisco a few weeks ago, fueled by social media posts arguing that “billionaires get a bad rap.” Flyers appeared around the city, directing people to a website that celebrated the contributions of figures like Jeff Bezos and Taylor Swift, urging people to “judge individuals, not classes.” Initially, many dismissed it as satire—perhaps a stunt by Sacha Baron Cohen or union activists—especially given the website’s praise for James Dyson, Roger Federer, and the CEO of Chobani for popularizing Greek yogurt. The idea recalled the faux-conspiracists of the “Birds Aren’t Real” movement, who previously rallied outside Twitter’s headquarters.
However, in a city captivated by AI and grappling with a potential new tax on its wealthiest residents, skepticism waned. The March for Billionaires website had obscured its domain ownership, prompting a direct inquiry to one of the march’s social media accounts. The organizer, Derik Kauffman, agreed to meet for coffee.
Kauffman, a 26-year-old AI-startup founder, explained that the protest was his first foray into organizing. “I’m someone who stands up for what I believe in,” he said, ordering a green juice. He insisted he wasn’t against social welfare or in favor of poverty, and even discussed tax loopholes exploited by the ultrarich. Despite not being a billionaire himself, Kauffman expressed admiration for them, stating his goal was to oppose the proposed wealth tax on billionaires in California, championed by a major health-care workers’ union, and to promote the idea that billionaires ultimately benefit the working class.
On Saturday, the group convened in Pacific Heights, known as “Billionaires’ Row.” The demonstration attracted approximately 18 pro-billionaire attendees, carrying signs with slogans like Tip Your Landlord and Property Rights Are Human Rights. At least 15 counterprotesters also appeared, many engaging in parody. Some wore formal attire and held Trillionaires for Trump signs, while others offered pulled-pork sandwiches labeled Musk à la Guillotine and chanted “Eat the poor.” The event drew more reporters and photographers than participants.
The proposed “billionaire tax” is a one-time levy intended to offset federal cuts to California’s health-care budget. Concerns about the tax escalated after The Wall Street Journal reported that Google co-founders Sergey Brin and Larry Page were considering leaving the state. Kauffman argued that such a tax could stifle entrepreneurship in California, a sentiment echoed by figures like California Governor Gavin Newsom, White House AI adviser David Sacks, and venture capitalist Peter Thiel.
Beyond the specific tax proposal, the march represented a broader moral stance. “Billionaires are often vilified,” said a demonstrator named Pablo. “In terms of people appreciating them or just not hating them, they are probably among the worst off in the whole world.” Another, Flo, suggested that anti-billionaire sentiment was “growing in left circles” and needed to be resisted. Most pro-billionaire marchers declined to share their last names.
Indeed, public opinion is largely critical of billionaires. A recent Harris Poll survey revealed that nearly three-quarters of Americans believe billionaires are overly celebrated, and over half view them as a threat to democracy. The timing of the march, coinciding with the release of the latest Epstein files—which implicated numerous billionaires—added another layer of complexity.
As the procession moved toward City Hall, pedestrians, cyclists, drivers, and diners booed, jeered, and honked. One store owner filmed the march, labeling the participants “billionaire brownnosers.” Matt, carrying a banner reading Billionaires Build Prosperity, explained he was participating as “one courageous thing a day.”
The disparity is particularly stark in Silicon Valley, where nine households control 15 percent of the region’s wealth, and the top 0.1 percent control 71 percent, according to an analysis from San José State University. The same Harris Poll also found that 60 percent of Americans aspire to become billionaires themselves.
Attempts to debate Kauffman or other demonstrators about wealth inequality invariably returned to the belief that billionaires drive the U.S. economy, and that their fortunes are justified because people purchase goods from Amazon and use Google Search. One protester, Mike, argued that if Amazon causes local stores to close, it’s simply because they “weren’t providing as much” value to consumers, dismissing concerns about low wages and anti-competitive practices.
The dynamic between the pro-billionaire and counterprotesters was often tense. As the main group chanted “Property rights are human rights,” Vincent Gargiulo, dressed as a mock-billionaire, shouted “Fuck poor people.” A brief confrontation ensued when a demonstrator challenged Gargiulo’s sincerity, grabbing and snapping her sign. Kauffman intervened, threatening to call the police. Eventually, the sign was recovered. “I am offended that there’s a march to support people who are making money that I will never see in my entire life,” Gargiulo explained.
As the march progressed, an unexpected convergence occurred. The two sides—representing the wealthiest and the rest—almost blended together. Kauffman thanked “California billionaires” through a megaphone, while counterprotesters responded, “You’re welcome.” Approaching City Hall, the pro-billionaire group cheered “Abolish public land,” while counterprotesters jeered “Tip your landlord.” At one point, both sides chanted “Poverty should not exist,” the former suggesting billionaires would alleviate it, the latter either reclaiming the statement or embracing its absurdity.
The event underscored the contradictions of Silicon Valley, where tech companies simultaneously contribute to and offer solutions for crises like wealth disparity. Every pro-billionaire attendee identified as working in tech or a related field. Top CEOs have aligned with controversial political figures while relying on immigrant labor. AI companies automate jobs while promising economic improvement. Billboards advertise AI “girlfriends,” while founders pursue immortality. Everything is ironic, and nothing is.
Near the end of the march, an Amazon delivery driver filming the procession was asked for his thoughts. Initially confused, he said he supported protesting in general. When informed the march supported figures like Bezos and Musk, he clarified, “No, no. Everybody has to get more money. Everybody, not only one person.”
