People who drive american made pick up trucks, have tailgate parties at football games and watch nascar.
A $100k salary is very big anywhere. You are not going to be driving a ferrari on that income or partying like a rock star, but you will be able to live in a decent neighborhood and drive a nice car and eat steak every night.
Well, in quite a few cities with this kind of money, especially before tax, if you want to live in a good neighbourough it will be in a shoebox, if you want to afford anything decent next to your accomodation.
The majority of the US doesnt live in those expensive cities, though. Obviously $100k doesnt go as far in NYC as it does in San Antonio, TX. But all countries seem to have at least 1 expensive city(at least by the standards of the locals in those countries).