Gold is also marketing. No one is going yaya over other, similarly rare elements [1]. Tantalum is significantly less common then gold, for example, and doesn't tarnish! And yet gold is 320x more expensive than tantalum [2] [3]!

[1] https://en.wikipedia.org/wiki/Abundance_of_the_chemical_elem...

[2] https://www.metalary.com/tantalum-price/ [3] https://www.bullionbypost.co.uk/gold-price/today/kilograms/u...