You've heard lots about kids like Jack Osbourne and Nicole Richie. They're the spoiled scions of celebrities, who end up in drug rehab and police stations, not to mention embarrassing themselves on reality TV shows. Despite their cash, it's hard to envy these laughingstocks. But what about the lesser known trust fund babies of gazillionaire industrialists? This fall, HBO's documentary Born Rich peeks into the private, privileged lives of kids too rich (and not quite dumb enough) to bother living The Simple Life.

Born Rich producer Jamie Johnson, 20, is an heir to the Johnson & Johnson pharmaceutical fortune. As he told reporters at the Television Critics Assoc. press tour in Hollywood, getting his wealthy peers to agree to interviews wasn't easy. Sure, Ivanka Trump — daughter of Donald and Ivana — said her parents were "very supportive." Hell, they've done Pizza Hut ads, so who are they to judge? But what about other posh folks?

"Most kids who are born rich are told from a very early age not to talk about money," Johnson said. "Our society is supposed to be a meritocracy, where you earn what you have. This film seriously challenges that understanding of society. When people talk about money, they are nervous that that calls into question their right to have the wealth they possess."

So although he heard "yes" from publishing heir S.I. Newhouse IV and Josiah Hornblower — a Vanderbilt/Whitney relative — many others refused to talk. Word is, even some who did dish soon regretted their candor, and tried suing Johnson to hush it up.

"I can tell you that a Rockefeller heir said no," Johnson revealed. "An heir to the Campbell's Soup fortune said no. Some of my relatives said no! And that's a nice way of saying it. The no wasn't no, it was like, 'No, Get the hell out of here and I never want to talk to you again.'"

"Some people think that this film is some sort of Lifestyles of the Rich and Famous or MTV Cribs kind of thing," Newhouse added, laughing. "It's not like that at all."

"I was 20 years old, [about] to turn 21 and come into my inheritance, and I needed to figure a lot out before that happened," Johnson explained. "There were so many stories — some even in my own family — of people who... seemed to have everything going for them, and yet they seemed to have unfortunate lives. Maybe even tragic, in some cases. I really don't want to that to happen to me. I want to figure out why it happens to people."