So that anyone who is interested, regardless of where they live would be able to buy a diamond the way they would buy a diamond if they lived in downtown Chicago and went to Jeweler's Row or New York's jewelery district. If you have the time and live near major metropolitan areas, you can go to these areas and shop and haggle and probably buy a diamond within ten percent of the actual cost of the gem.
All suppliers pay the same fixed prices.
You don't have a choice. That way, no matter what you think of me, or your local jeweler, what a nice, honest guy he is, you buy a diamond that is certified in terms of quality. There are three or four major gem labs which are non-profit organizations, so they are impartial. You give them a diamond and they give you a certificate. What that does is remove any ambiguities about the quality of the gem.