A couple we know are like this - the man is my husband's friend from his teenage years.
They come to the UK once or twice a year. Every time, we either cook a meal for them at home or we go out for a meal - and often take them out and about in the car too. The husband says "home made food is so much nicer" and never suggests us going out, so when we sometimes say we'll eat out this time, it is accepted that we pay for it.
I'm not fussy about being strictly reciprocal -I think we probably more often have friends for a meal than the other way round. However, to always expect us to cook a meal or pay for a meal out is, I think, presumptuous and discourteous. It isn't really about the money - I wouldn't mind if they at least offered to pay - it's the sense of entitlement that annoys me.
They are, by the way, very comfortably off - travelling to various parts of the UK and Europe during the few weeks that they are based here.