Yes, it's all about marketing now. Previously DeBeers was able to control supply for diamonds which kept the prices artificially high but that's not the case an

Yes, it's all about marketing now. Previously DeBeers was able to control supply for diamonds which kept the prices artificially high but that's not the case anymore. I suspect we'll be seeing an increase in branding in the diamond business. That's really the only way they can control prices since it's now possible to create man made ones. Given enough time the prices will collapse to the point of cost of producing them plus a small premium. Competition will make sure that happens. There's no way mined diamonds will be able to compete. Diamonds aren't going away they are just making a marketing transition.