This company pulled off the most successful scam of the 20th century, and they're finally collapsing.
What they did:
- Invented the diamond engagement ring to survive a sales crash
- Told men exactly what to spend, then doubled it for no reason
- Hoarded most of the world's diamonds inside one office in London
- Rigged it so the ring you overpaid for could never be resold
- Pleaded guilty to price fixing and got shut out of the US for decades
Here's how De Beers decided what love costs, and why it is falling apart right now:
Go back to the 1930s.
Diamond sales had crashed in the Depression. Most American engagement rings had no diamond at all.
So in 1938, De Beers hired an ad agency called N.W. Ayer with an unusual order: Do not sell a brand and instead manufacture demand for an entire category.
In 1940, only 10% of first-time American brides got a diamond engagement ring.
Then ONE sentence changed the industry forever...
In 1947, a copywriter named Frances Gerety scribbled four words on a notepad: A Diamond Is Forever.
By 1990, 80% of American brides were getting a diamond. Ad Age later named it the single best slogan of the entire 20th century.
Think about what that sentence did:
It told you the stone was eternal, so your love should be too. It also killed the resale market, because you keep a diamond forever and never sell it. And with no resale market, nobody could discover what the stones were really worth.
Then they put a price on your feelings.
The "two months' salary" rule was never a tradition. It was ad copy invented in the 1980s with no basis in anything. In Japan, where De Beers moved in during the 1960s, they pushed three months instead.
A 1977 De Beers commercial ends with the words on screen: "How else could two months' salary last forever?"
The company told men what to spend and called it romance.
But the bigger trick was the supply:
For most of the last century, roughly 80% of the world's rough diamonds passed through one office in London. De Beers held the stones back, released them slowly, and kept prices high by pretending the things were rare. But they are not rare at all.
And when regulators finally moved, the results were ugly...
In 2004, De Beers pleaded guilty to fixing industrial diamond prices and paid a $10 million fine. It later paid $295 million to settle a case over fixing gem prices, with $130 million going straight back to the consumers who overpaid.
So how does a 137yo empire this powerful actually die?
Somebody built a better diamond.
Lab-grown stones are optically identical, carry the same certificates, and cost a fraction of the price. Wholesale lab-grown prices have fallen roughly 90% since 2018. The scarcity was always fake, and now anyone can prove it in an afternoon.
Anglo American, which owns 85% of De Beers, has written the business down by $6.8 billion over three years. Its carrying value collapsed to $2.3 billion from over $4 billion. In 2025 alone, De Beers lost $511 million at the EBITDA line, 20x WORSE than the year before.
Anglo's own filing blamed customers preferring synthetic diamonds. De Beers even opened its own lab-grown brand, then shut it down in 2025.
Now Anglo is racing for the exit. It has taken final bids and wants De Beers gone this year, with Botswana and Angola circling the wreckage.
The diamonds in those rings are not rare, they were never rare, and the "tradition" behind it was written by one underpaid copywriter in a single night. The most valuable thing De Beers ever mined was your belief.
But it's over for them now, after 137 years, no matter how much the CEO pretends otherwise.
Fun Facts About Our Greatest Ally, Israel!
- in 1947 militant Zionist group once mailed a letter bomb to President Truman
- in 1948 Israeli forces poisoned wells in Gaza and Palestinian villages
- in 1954 Israel recruited agents to bomb cinemas, libraries, and Western sites in Egypt, aiming to blame Egyptians and the Muslim Brotherhood
- the CIA requested removal of all mentions of Israel from JFK assassination files. The full unredacted documents released in 2025 confirmed it
- over 93% of US Congress members receive major donations from Pro-Israel PACs. Many sitting members even list them as their top contributor
- pro-Israel donors donated over $230 million (largest single contribution in history) to Donald Trump, including $100M+ from Miriam Adelson
- in 1967 Israeli jets and torpedo boats deliberately struck the USS Liberty, an unarmed US Navy ship, in international waters, killing 34 Americans and wounding 171
- in the 1960's, hundreds of pounds of highly enriched uranium vanished from a Pennsylvania plant and was diverted to Israelās Dimona reactor via Zionist-linked insiders
- Israel used Hollywood producer Arnon Milchan (with Netanyahu at the front company) to smuggle 800 nuclear bomb triggers out of the US. The operation was called "Project Pinto"
- former Israeli Prime Minister, Ehud Barak, met with Jeffrey Epstein between 20 - 60+ times
- Jeffrey Epstein admitted ties to the Rothschild family, including close business dealings and a $25M consulting agreement with Ariane de Rothschild and Edmond de Rothschild bank
- current Prime Minister of Israel, Benjamin Netanyahu, pushed false claims about Saddam Husseinās weapons of mass destruction to justify war with Iraq
- Israel is the only nuclear-armed nation that never signed the NPT and has never allowed a single IAEA inspection of Dimona
- Pro-Israel groups spend millions on ads to defeat US politicians who criticize Israel (example: the attacks against Rep. Thomas Massie)
- Israel has received over $300 billion in American foreign aid. This is more than any country in history and with virtually no conditions on Israel's end
- According to the US State Department website, the recent Iran war was launched at Israelās request
- in 1963 President Kennedy demanded US inspections of Israelās secret Dimona nuclear reactor and was assassinated shortly afterward
- Israelās official policy threatens to launch nuclear strikes across the Middle East (and potentially beyond) if the state faces an existential threat. This protocol is called the "Samson Option"
- a former colleague once publicly stated he witnessed Ben Shapiro receiving direct ātaskingā from Israeli intelligence linked to Netanyahu and called for him to register under FARA as a foreign agent
- in 2024, the Maldives banned Israeli citizens in solidarity with Palestine; the country immediately began receiving threats of terrorist attacks afterwards
- in 1940 and 1941, a militant Zionist group twice tried to form a pact with Nazi Germany against the British, proposing a Jewish state based on nationalist and totalitarian principles linked to the German Reich
- in 1946, Zionist terrorists bombed the King David Hotel in Jerusalem, killing 91 people
- in 1985, American Jewish naval analyst Jonathan Pollard was caught spying for Israel, passing over 800 classified documents before being sentenced to life in prison
- on 9/11, five Israeli agents were arrested after being filmed dancing and celebrating while watching the Twin Towers burn. When questioned, they explained that they were there to "document the event". They were later deported amid suspicions of foreknowledge
- after 9/11, our āgreatest allyā sent exactly zero troops to fight alongside Americans in Afghanistan or Iraq
- on October 7th, the IDF reportedly activated the Hannibal Directive, which calls for using overwhelming force to prevent captures even if it means killing their own soldiers and civilians
Jo Nagai was raising swallowtail butterflies at his home in Kobe, Japan, when he noticed something odd. The ones he had looked after as caterpillars seemed to recognize him. Wild butterflies fled. His didn't.
He was in second grade. He wrote a four-page letter to Dr. Martha Weiss, an entomologist at Georgetown University who had studied whether moths could retain memories through metamorphosis. He asked if she could help him design a version of her experiment for butterflies.
She said yes.
Using a muscle therapy device, Jo trained caterpillars to associate the scent of lavender with a mild vibration. When the caterpillars became butterflies, 70 per cent of them still avoided the lavender. Their brains had been completely rebuilt during metamorphosis. The memory survived anyway.
Then he bred them.
The offspring, which had never been trained, also avoided lavender. So did their grandchildren. Without ever experiencing the vibration, two generations of butterflies inherited an aversion to a scent their grandmother had been taught to fear.
Jo documented it all in a 33-page research paper and presented his findings at the International Congress of Entomology in Kobe in 2024. He was 10.
A second grader wrote a letter to a Georgetown professor, and together they found evidence that butterflies can pass memories down through generations.
-Wilderness Whisper
Pouca gente sabe, mas a elite dos oficiais de trânsito do Japão, Shirobai, exige uma pilotagem impressionante. Veja essa demonstração controlando uma moto de 300 kg com precisão cirúrgica em um slalom sob pista molhada, reflexo de um dos treinamentos mais rigorosos do mundo.
A German professor publishes a cure for obesity in 1882, and the cure, in plain print, is to eat more fat.
His name is Wilhelm Ebstein, and he is no quack with a pamphlet and a mailing list but a serious academic physician.
The bill of fare he lays out in his little book on corpulence would give a modern dietitian palpitations from the first line.
Black tea in the morning, without a single grain of sugar. Bread, yes, but spread thickly with butter. And then at dinner, a soup made with bone marrow, followed by a good portion of meat, boiled or roasted, served in a fat gravy, with fat meat expressly preferred over lean, and only a small quantity of vegetables permitted alongside.
Sugar and all sweet dishes are struck off the list entirely.
Ebstein's reasoning runs directly against the calorie-counting arithmetic that was already, in his day, taking hold of the field.
Fat in the diet, he argued, was not the thing that made a person fat. On the contrary, it was the thing that satisfied the appetite and let a patient eat less of everything else without the gnawing, grinding hunger that made the starvation regimes so unbearable and so useless.
The real architects of corpulence, in his account, were the sugars and the starches. And the way to defeat them was not to add hunger to the fat man's misery but to feed him the fat that would quiet his appetite and let the surplus melt away.
He was describing, in 1882, in sober clinical German, the exact mechanism that low-carbohydrate doctors would spend the following century rediscovering, one by one, and being ridiculed for each time. That fat sates and sugar drives hunger, and that telling a fat man to eat butter is not the lunacy it sounds like at all.
A professor of medicine prescribed butter and fat gravy as the front-line treatment for obesity while Queen Victoria was on the throne. It worked well enough to fill a book that was still being argued over decades later.
The twentieth century then spent a hundred years insisting, with total confidence, that the man had it precisely backwards.
My favorite moment from the entire URKL Robot Fight!
One brutal kick sent the robot's head hanging loose. and it somehow kept fighting like nothing happened!
I completely lost it. Had to lower down the volume of my laugh šš
šŗšø Rep. Brandon Gill put the question flat out at a House hearing on DEI: which races do colleges want least?
"Whites and Asians primarily."
Inez Feltscher-Stepman, Senior Legal Analyst at Independent Women's Forum, didn't even try to sugarcoat it.
The hearing came as the Trump administration ramps up its push to tear DEI out of universities, agencies, and companies, calling it a civil rights violation rather than a diversity effort.
The GOP's whole point was that DEI has flipped the script on who actually gets discriminated against, with the groups it once claimed to protect now the ones getting the short end.
Writer: Julie
@ThierryBreton@elonmusk@UnderSecPD Youāre the sh*thead who helped get ACTUAL election results nullified just because the EU didnāt like it. And youāre complaining about X?š
Hypocrite piece of trash. BLOCK this a*shole. Go f*ck yourself. šš
šŖšŗš«š· This is peak irony: former EU Commissioner Thierry Breton, who once bragged about how they'd managed to get Romania's election results annulled because it didn't go the way the EU wanted, is now warning Elon about "meddling" in France's elections
According to him, if the X algorithm favors one candidate (which it won't because it's balanced and open-sourced) it would be illegal
Hey Thierry, how is it legal to apply political pressure to a country to get them to annul the results of their own elections?
For context, after the results were annulled, U.S intelligence agencies proved there had been no Russian influence over Romania's elections
Clearly, there was EU influence though.
Writer: Ian
š«š· A French startup built a 40-gram drone that hunts mosquitoes mid-air, IDs them by their wingbeat, and leaves every other bug alone.
Tornyol's founders say a small fleet could clear a square kilometer and cut mosquito-control costs by up to 100x.
Their real target is malaria, and this flying bug zapper might just save a million lives a year.
Writer: Julie
The World Bank ranked every country on earth for practical solar potential.
Britain came second from bottom. Not second from bottom in Europe. On the planet. Out of everywhere they measured, the only place with worse conditions for a solar panel is Ireland. Norway is above us. Norway, where the sun clocks off entirely for part of the year, is a better bet than Lincolnshire.
The reasons are not a mystery. We sit at 53 degrees north, the same line as Edmonton, Alberta. The sun in December gets about as high as a first-floor window and then thinks better of it. And there's the cloud, which is not a detail, it is the national personality. A square metre of London gets 0.52 kilowatt hours of sunlight a day in December and 4.74 in July, so the panel does nine times less work in the month your heating is on than in the month it isn't. Across the whole of 2024, British solar ran at 9.5% of what it's rated at. The other 90.5% is a photograph of a power station.
Now the other column.
The ground we're bolting it to is Trent valley silt and Lincolnshire fen. Some of it took three hundred years to drain. It grows wheat at yields that most of the planet cannot get near, in a climate so reliably damp that grass grows here without anyone asking it to, which is the entire reason this island has cattle and cheese and a butcher.
So we are, measurably, one of the worst places on earth for sunlight and one of the best on earth for food.
And we've had a good long look at both of those numbers and gone with sunlight.
Somewhere in Namibia, which the same report ranked first, there is a patch of absolutely nothing, in full sun, wondering what it did wrong.
Before 1800, somewhere between thirty and sixty million bison moved across North America.
Add the elk. Add the deer and the pronghorn, tens of millions more. A whole continent carpeted in wild ruminants, every one of them belching methane into the same sky we are now told the cow is wrecking.
By the best estimates going, all those wild herds put out about as much methane as every cow, feedlot and dairy in America does today.
And here is the part the panic cannot survive. The land under them did not wear out. It became the richest farmland on earth. The deepest, blackest topsoil humans have ever dug was built up over thousands of years by exactly this: enormous herds grazing, trampling, dunging, moving on, and letting the grass come roaring back.
The herbivores did not wreck that country.
They are the reason it was worth ploughing at all.
Then we ploughed up what they built, and started blaming their replacements.
How did this camera survive Starshipās 3,000°C hell?
Starshipās exhaust stretches hundreds of meters, hits temps that melt steel, and unleashes shockwaves that can destroy anything nearby.
Yet this camera kept filming the raw power up close.
The engineering trick?
Sapphire crystal windows + high-pressure nitrogen air curtain + military-grade shock protection + sacrificial mirrors behind blast shields.
Basically, SpaceX built a camera tougher than the rocketās own fury Mind-blowing.
Writer: Val
The crime they see: 15,415 litres of water to produce one kilogram of beef. Every campaign, every documentary, every leaflet through the door since about 2012.
The crime they do: not reading the paper.
The figure is real. It comes from Mekonnen and Hoekstra at the University of Twente, and it is careful, peer-reviewed work. What the campaigns strip out is that the same authors split that number into three parts, because the three parts are not the same thing at all.
Green water is rain. It falls on the grass. The cow eats the grass. For beef, green water is about 94 per cent of that headline.
Blue water is the stuff that matters. Rivers, lakes, aquifers. The stuff that gets pumped, metered, fought over in court, and does not come back.
So here is the blue water, in litres per kilogram, from the same authors, same method, same units.
- Pistachios: 7,602
- Almonds: 3,816
- Walnuts: 2,451
- Dates: 1,250
- Cashews: 921
- Beef: 550
Read that last line again, then go and look at what is in your granola.
The 15,415 counts rain that fell on a Welsh hillside as a cost, against an animal that was standing in it, on land where nothing else grows, in a country where rain is the one thing we have never once been short of.
The pistachio is drinking fourteen times more of the water that actually runs out.
She is outside in the rain right now, getting blamed for it.
For nearly fifty years the official line was three egg yolks a week, maximum. The American Heart Association set that limit in 1968 and held it.
The reasoning was clean and wrong. Eggs are high in cholesterol, blood cholesterol is bad, therefore eggs raise your risk. Every step of that felt obvious. Only one of them was true.
Then in 2015 the US Dietary Guidelines did something quietly extraordinary. They removed the 300mg daily cap on dietary cholesterol that had governed American eating since the 1960s. The reason given, in the committee's own words, was that cholesterol is no longer a nutrient of concern for overconsumption. The link between the cholesterol you eat and the cholesterol in your blood had turned out to be, as they put it, not appreciable.
Half a century of yolk-rationing, reversed. And they filed it on page 91 of a 572-page report, in the tone of a man mentioning he had accidentally undone his own life's work and would there be anything else.
No apology. No note to the millions who had binned the yolk and eaten the sad white omelette for decades. Just a buried line, and a hope that nobody would read it too closely.
You read it too closely.
Eat the yolk. It was never the thing that was hurting you.