Can’t relate to boyfriends family

So my bf’s family and I started a new business right when we started dating. At that time his parents were middle class and very relatable. Well in 3 years they have been very successful but have done a huge 360 and it’s very very hard to even talk to them. Everything is about money and what they are buying next. We went out to brunch with my parents today and I was so embarrassed. Everything they have now is crazy expensive and designer I’m not jealous but find it very trashy when all they do is brag about this stuff. I tried to tell this to my bf but he just saws they are proud of their business. I know that their money isn’t my business but as they were discussing spending $4000-5000 on a coffee machine and my bf is their saying get the $5000 one it’s very hard to not be like wtf and hit him for being so out of touch. I guess I am more mad at him for not being like I know it’s crazy to me and moving on. I just find it unattractive since yes I want to not struggle financially when I have kids and a family but I don’t want them being raised thinking that $5000 for a coffee machine is normal. Can anyone relate to anything like this?