It's just the path to commodity that every product follows. That's inevitable with gems now that synthetic stones are equivalent, so the choice facing De Beers

It's just the path to commodity that every product follows. That's inevitable with gems now that synthetic stones are equivalent, so the choice facing De Beers is to stick with expensive mined stones and die out while the market evolves, or to get a big chunk of the action. The only thing is that to pull it off they had better be ready to cannibalise the existing business and let it go. They need a very long term plan which doesn't always revolve around the next few quarters which might be a tough sell with shareholders.