Most of my patients are not "the rich" they are hard working individuals who feel strongly about investing in their appearance. Many of my patients have saved for years to be able to afford the operation. Think of it in terms of an investment that is spaced out over many years. We all make choices in terms of clothing, hair, jewelry, makeup, cars, etc. based on our priorities. If this is a priority for you, develop a plan to make it happen. For those who are struggling to survive, then cosmetic surgery (or most indulgences) are not a good idea.
Once you get to the point of deciding to have something like a facelift done, get several consultations and make your choice based on who you trust will take the best care of you and give you the results you desire, not on cost. If the surgeon you prefer is out of your range, try to work out financing or negotiate terms that will work for you. I would discourage you from settling for less when it comes to your face.
If your question is really asking why a facelift must cost what it does, consider that those of us who practice in the art of plastic surgery value are work not just for the labor but for the knowledge it takes to perform the procedure properly and with invisible incisions and the effort it has taken for us to dedicate our lives to this pursuit.
Each surgeon has within them only a limited number of this type of operation in their career. Most surgeons support a practice with employees, rent, and extensive overhead. This operation is not just something someone "whips up" but takes time in pre-operative planning, about 4 hours during surgery (when performing a proper lift with SMAS lifting and neck/platysmal work) and multiple visits postoperatively for proper after care. Additionally, an anesthesiologist and surgery center with well-trained staff also contribute to the cost of the operation and are generally non-negotiable.
The bottom line is, like many things in life, something valuable costs more. The reason a facelift is valuable is because not just anybody can perform it right, and those who can work very hard to continue to be able to do it.