They wanted to differentiate between natural and lab-grown versions with the former being much more expensive. But that train has left the station since there's little to no difference in quality between the two. In fact, I once predicted there'd be huge scams where lab-grown ones would be repackaged and sold as natural ones and that would ruin customers' trust in natural diamonds.
But it now seems that isn't going to happen because customers are voting with their feet and leaving natural diamonds behind.