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These nobles, already people of immense wealth, crave spiritual fulfillment all the more due to their material riches, especially the desire for respect. In the Empire, nobility is merely a title of honor; their actual status is the same as commoners. Yet despite holding no high position, they wield a great deal of money, which many see as a symbol of undeserved privilege; therefore... at least in the eyes of the nobles themselves, they have never received their due respect.
And now, Le Cheng offers them the chance to join the Church, which they interpret as Divine Envoy's acknowledgment of their worth.
Thus, they abruptly shed their previously stingy ways, both donating and exerting effort, eagerly grabbing at the honor, at least within the Church, indeed, they receive respect from the majority... after all, money talks, and with these nobles' entry, the nascent Gaia Church no longer needs government funding to tread the path of rapid development.