Makes total sense. Lab-created diamonds have been indistinguishable (for the typical consumer) from natural ones for years. DeBeers kept jewelry retailers in line in pushing "real" diamonds, but it was just a matter of time until something happened to shake that hold lose. Given the rapid switch away from gold for wedding bands etc after the 2008 crisis led to a major price spike, it is not surprising to me that jewelry consumers are willing to question whether "real" diamonds are worth the premium cost as well.