First came Paris Hilton. Then the documentary about heirs of the One Percent, “ Born Rich ,” and MTV's series “ My Super Sweet 16 .” Now comes the dot-com version of silver-spoon voyeurism: “The Rich Kids of Instagram.”

The blog on Tumblr features photos set in gilded frames of rich kids and wanna-bes in various states of excess, undress and indulgence, and ever since its launch last month, “The Rich Kids of Instagram” has touched off a firestorm of debate over rich kids and social media.

One shot shows three teens swimming at a lake – and pouring Dom Perignon into one other’s mouths. Another shows a guy sticking a giant foam finger out of his Ferrari, while in another kids slide down a giant inflatable slide attached to the side of their mega-yacht.

The site also marks the debut of a whole new genre: “receipt porn.” Some posts consist of a photograph of a 100,000-euro meal receipt from St. Tropez or a $42,000 bar bill. (Read: Millionaires Say Their Kids Are Unfit to Inherit Their Wealth .)

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