The order use a very special system in order to decide how humans are ranked. Their accomplishments need to be compared to their ability to contribute something new and useful to the world. There are thousands of people who are extremely successful, but all they do is sell items in order to make their fortune. This people are ranked lower in the standards of the order than those who actually provide something useful for the benefit of the world and human kind.
This basically means that if you made money selling clothes that someone else designed, you are just a merchant. There is nothing insulting of demeaning about that, but your value in the eyes of the order is lower. Success and high value in the order ranks are two different things. A scientist who ends up broke for not creating a patent for curing a terminal disease is definitely someone who has more value than the richest merchant in the world.