Rich is the C.E.O. of Skymall who dated Ethel in Season 3's "Baby Daddy". He became Steve's rival for that episode. This made Steve jealous since he wanted Ethel, and Steve kept demanding that Rich die. Two possible reasons Ethel prefers Rich over Steve is that Rich is rich and he's not fat like Steve is.
He enjoys promoting Skymall products considering them superior, but Dr. Kuzniak later revealed they were all terrible and mediocre. Rich has a tendency to yell "SKYMALL!" all the time.
At the end of the episode, he tried using Skymall's squirrel-suit to fly, but it didn't work and he of course fell to death and crashed onto a car. Therefore, Steve's wish did come true: he wished Rich to die and he earned that wish without doing anything.