In the mid-1990s, Rublyovka, which borders on the pristine and well-forested bank of the Moscow River was swiftly privatized by stars of show-business, the demi monde, officials and industrial magnates, and turned into a kind of a ‘millionaires’ ghetto’, or a Russian Beverly Hills, "where it is outrageous not to be good-looking". Here you can find the most expensive market in the world, and the most expensive sports club, as well as the most exclusive boutiques and the highest fences, with an army of thousands of security guards".