It comes from the people. Often the very people creating wealth and by their labors improving their fellows lot. Don't knock the little corner shop. Sure it employs people who otherwise might be destitute, but it also allows old people to live at home and still access the grocers. It provides a service that people are willing to pay for.
People pay for a service because they value it.
That is why they are prepared to part with money for it. Don't worry, I am not going to repeat Adam Smiths story of the invisible hand. Suffice to say people pay for what they value. What people are prepared to pay is a measure of how much they value something. If they are getting something for less than they are prepared to pay, then they have in effect got a bargain and can feel pleased with themselves and their purchase.