Question 7:

How does this assessment of the Laodiceans contradict their own image of themselves (v.17)?

In the context of this passage the Laodiceans fell for the lies of this world suggesting that they are rich and have no worries in this world. Of course, they may actually be wealthy and not have to worry about anything OF this world, but of course they didn't have their sights set on the next world.

Continually we are reminded that to buy a plasma will find us happiness. When that doesn't work there is always the chocolate. Now of course chocolate and plasma will not buy you happiness, you need to have a holiday in the Bahama's.

In the end, we know as Christians that the only thing on this world that can truly make us happy is a relationship with our father through Jesus Christ. Some Laodiceans may have had a relationship with God through Christ, but by having eyes fixed on earthly wealth makes it that much harder.

Summary

To be "Poor in Spirit" is to acknowledge our spiritual bankrupsy before God. For we are sinners, under the holy wrath of God, and deserving nothing but his judgment. We have nothing to offer, nothing to plead, nothing with which to buy the favour of heaven.
The "poor man" in the Old Testament is one who is both afflicted and unable to save himself, and who therefore looks to God for salvation, while recognising that he has no claim upon God. This kind of spiritual poverty is specially commended in the book of Isaiah.
Perhaps the best example of the way riches can keep us from crying out to God is the nominal church of Laodicea to whom John was directed to send a letter from the glorified Christ. Read Revelation 3:17-22 for John's assessment of Laodicea.