You can be satisfied when you’re dead. Up until then, it’s all competition. People who are satisfied will fall behind. They won’t have good opportunities to reproduce, and their genes will be removed from the gene pool over time.
We have evolved to be competitive and to always want more because that is the way to the top of the heap. Sort of.
Some people want to change the image of what the top of the heap looks like. Instead of constant consumption, they want it to be spiritual advancement, which includes detachment from the acquisition of things.
It’s an interesting question as to whether the rules can be changed. Certainly, for a a portion of society, you can gain status by spiritual pursuits…. unless…. Maybe there are secret rules about acquiring goods—look at the various churches and religious/spiritual groups around the world. They all acquire property and build beautiful buildings. They all have strict hierarchies. It is clear who is top dog; the head of the pecking order.
Often, people who are overtly spiritual or spiritual seekers have the resources (including education) to support their seeking. After all, you can’t reject materialism if you never had things to reject. And people rarely reject their education and knowledge or position in society together with their rejection of things. Of course, you can’t reject knowledge. But you could reject your social capital to some degree.
Anyway, I would argue that the inability to be satisfied is built into all of us. It gives us an evolutionary advantage. The constant desire appears in many ways—not just material. In fact, you could make the case that the desire for spiritual good is a stronger indication of dissatisfaction than even materialistic desires.