De beers is the world's largest a minor and a purveyor of diamonds. People overwhelmingly shop for a new diamond rather than one on ebe. And so debeers hays a lot of, i think, i'm guessing, some serious market power. Well, i started tosay, diamonds are not a necessity, but i mid, my wife is home. I don't want her to hear that's mistDiamonds may be a necessity if you se on situation well, but it's actually one of the cases where you might concede the claim often made by people on the left that advertising creates a market.