"Undeserving" means trying to manipulate the market in your favor, using force or fraud to do so. Pulling scams is an example. And so is bribing the government to make laws that disfavor any startup companies that could compete with you, so you can stay in the 1950s forever and hold society forever in the 1950s. Modern medicine, with all its laws and regulations that stem from the drug companies wanting to have a captive audience and no competition, is the prime example. Food, oil, and transportation are also regulated because people running the few big companies do not want to either get into the 21st century or have someone else do so.
However, if someone works very hard to pull us into the 21st century, and gets super rich doing so, why should we punish those people with boycotts? Nor should anyone that provides such a fine product that it is still 21st century compliant even though it was first introduced in the 1890s. If someone is able to create value, no matter how "undeserving" the crybaby companies and their Big Father government leaders make them look, we should still be able to choose to support them.
And, religion definitely fits the definition of undeserving rich--especially the Washtowel Babble and Crap Slaveholdery.