In the article, Jerzy Haszczyński explores the differences between royal families and ordinary individuals, focusing on the lifestyle and public attention that comes with monarchy in Western democracies. The picturesque portrayal of monarchs is shaped by luxurious houses, their glamorous garments, and a specialized press that follows their every move, emphasizing the discrepancy between their world and that of everyday citizens, especially in spheres like technology and business, where the attire is notably more casual.

He juxtaposes the ornate, formal world of royals, complete with palaces and traditional customs, against the more laid-back culture of the IT industry, epitomized by figures like Mark Zuckerberg. The narrative highlights how the image of royalty is often cultivated through opulence and public appearances, contrasting sharply with the approach of modern business moguls who prioritize simplicity and comfort over extravagant displays. This distinction raises questions about the evolving nature of leadership and public expectation in both realms.

The article suggests that while royal families enjoy significant public interest and a reputation steeped in history and tradition, they must navigate an evolving societal landscape that increasingly values authenticity and relatability, similar to what is seen in the tech industry. The implications of these differences are profound, influencing how different classes of society perceive authority, status, and success in the modern world.