Grandmaster, what the gemara means is if there are unlimited or adequate funds, then there is a theoretical obligation to support the rich man at his previous standard of living. However, if funds are limited, obviously seichel tells us that one must triage the cases based on the funds available. Giving the rich man money to drive a Lexus would not seem to override the need to give a poor man money so he does not get put out on the street, or have to take his kids out of yeshiva and put them into public school.
One always needs to look at the big picture.