Northwest Coast societies, in contrast, became notorious among outside observers for the delight they took in displays of excess. They were best known to European ethnologists for the festivals called potlatch, usually held by aristocrats acceding to some new noble title (nobles would often accumulate many of these over the course of a lifetime). In these feasts they sought to display their grandeur and contempt for ordinary worldly possessions by performing magnificent feats of generosity, overwhelming their rivals with gallons of candlefish oil, berries and quantities of fatty and greasy fish.