Both of the finished diamonds above will be rated the same for color and clarity. However, the .75 carat diamond on the right will fetch about $750 more in the public marketplace, when it is sold to a consumer who is unaware of it's inferior cut and thinks he is getting a bargain for his money.

In the trade, the larger diamond on the right is referred to as a "swindled cut", and it occurs on more than half of the diamonds sold in the market. It's not illegal or unethical -- it is done in response to the retailer's demands for both higher profit margins and lower retail prices. The consumer, however, ends up with a diamond that is not nearly as beautiful and brilliant as it could be.