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Fortune.
Of course, if you're wealthy enough you'll generate a certain amount of fame by the very existence of your wealth. The eccentric aerospace billionaire Howard Hughes first welcomed publicity, but later spent 30 years trying to stay out of the public eye; in the end, he just made people more curious.
There are extremely wealthy, powerful people who are almost unknown. But they have to work at concealing themselves. If they didn't restrict information about themselve, they'd be famous. And usually they have reasons to want to avoid that.
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