People who had a good professional job and (usually) a house which had significantly increased in value - but then they realised that by selling the house and moving to another (usually rural, far cheaper) area of the country, they could 'downshift' their lives and yet still have a small fortune in the bank + less stress, less work, more time with the family, more money.

See also: downshifting.

I know a couple who downshifted from their £2.1m house in London. She was in teaching, he was an accountant. Now they run a great little art gallery during the summer in the wilds of the Derbyshire Peak District, and just make art and teach their kids for most of the year."