Hiding it requires caring, even if in a negative manner. People like him simply don't care at all, at least to an individual level. Why should the aristocracy care about the help?

The poor, as an amalgam, are vaguely worth caring about it, taking $50 off of 1 million people is actually worth the effort. After all, $50 is next to nothing. Who would even notice the difference?

In many ways, amoral indifference is far more horrifying than active evil. No one sees themselves as the villain of their own story. Crushing ants also doesn't make you evil (though the ants will strongly disagree).