I'm not a big diamond fancier. But I don't understand how the DeBeers marketing approach is a "scam." Is it any different than marketing campaigns to create social pressure to buy a new car every year, own new HDTVs, fancy houses or the kind of toilet paper that bears use in the woods or thousands of other products sold through the American capitalist system?
No such pressures are felt in socialist systems where people aren't allowed such choices. One of the challenges of living in a capitalist consumer society is learning to cope with and say "no" to the many manipulative messages we're tempted with daily. But I much prefer it to the alternatives.
"I'm not a big diamond fancier. But I don't understand how the DeBeers marketing approach is a "scam." Is it any different than marketing campaigns to create social pressure to buy a new car every year, own new HDTVs, fancy houses or the kind of toilet paper that bears use in the woods or thousands of other products sold through the American capitalist system?"
Yes, I agree. Diamond marketing is no more a scam than some car maker claiming you will be more of a man if you buy their vehicle. The difference is that (a) the automotive market is infinitely more competitive than the diamond market (it isn't controlled by a monopoly), and (b) car marketing hasn't convinced a substantial population of women that the true measure of love is the market "value" of a vehicle and nothing else qualifies. Yes, you can buy a vehicle for your girlfriend to show your love, but if you buy something else of a similar value, she won't feel that you love her less.
I am not suggesting that diamond advertising should be banned. I am merely suggesting that people should try to avoid being deceived by it.