"Lightbox will transform the lab-grown diamond sector by offering consumers a lab-grown product they have told us they want but aren't getting: affordable fashion jewelry that may not be forever, but is perfect for right now" This is clearly a play to devalue the image of man made diamonds. "May not be forever" my ass, it's the exact same thing. Their goal is probably to try to quickly drive the price of man made dia…
Unlike mines you can't really establish a monopoly in vapor deposit ovens, so in the long run competition should drive down costs. It makes sense that De Beers would want to fast-forward that process, particularly since the price of natural diamonds is kindof arbitrary anyway.