▷ If I offer you a bottle of red wine, and I say one of them cost $75 and one of them cost $20, if you know a lot about wine, you may look at the labels, you may taste them, and if you're really good, you may be able to tell me this $25 bottle of wine is really the better wine. Most people don't have that ability. They're going to give me the $75. That creates this perverse setting in which if I raise the price, instead of the quantity demand falling, I can actually see the quantity go up. They're called Veblen goods, in which the price itself is interpreted by people as a signal. ▶Abram - Other famous Veblen goods include Birkin bags, Cristal champagne and lawyers. ▷ I do think that there is an aspirational quality to diamonds, wherethe price, the fact that it is expensive, adds desire. Because it's a sense of arriving, it's a sense of aspiration. ▶ And it means that people will pay top dollar for them, even if an option exists that's structurally identical. The structure of a diamond is simple. All carbon atoms, each one forming four bonds with its neighbors. In graphite, also all carbon, atoms form three bonds. And that tiny difference is why graphite is soft enough to be a pencil, and why diamonds are so hard, they can only be cut by another diamond. ▶ We actually first figured out how to make diamods in a lab back in th 1950s. ▷ I twiddled around a little bit and saw the sparkles. My knee weakened. I had to sit down. ================================================== Veblen goods : 베블런재 (가격 상승과 함께 수요가 증가하는 상품) Vebleneffect : 가격이 오르고 있음에도 불구하고 특정 계층의 허영심 또는 과시욕으로 인해 수요가 줄어들지 않고 오히려 증가하는 현상 graphite[ˈɡræfaɪt] : 흑연 twiddle : (영)(손가락으로) 빙빙 돌리다[배배 꼬다](흔히 초조하거나 따분해서 하는 행동을 나타냄)
▶ That's scientist Tracy Hall in an interview with the BBC describing the moment he and his team became the first to consistently and publicly create a diamond in 1954. ▷ And at that instant, I knew that man had finally turned graphite into diamond. ▶ And today, we can pump gem-quality stones out of machines. ▷ There are two completely separate ways to grow a diamond. High-pressure, high-temperature diamond grow this recreating the conditions in nature with which carbon crystallizes into diamond. Chemical vapor deposition is a methodology to grow diamonds where hydrocarbon gases are injected into a growth chamber, and microwave plasma energy is used to break apart the bonds of that hydrocarbon, allowing free carbon atoms to rain down on a plate of diamond, and atom by atom, grow that diamond vertically, resulting in extraordinarilyhigh-purity, high-quality diamonds. ================================================= Chemical Vapor Deposition : (기계공학) CVD법 methodology : 방법론 hydrocarbon : 탄화수소 microwave plasma : 마이크로파 플라즈마 break apart : 쪼개다 free carbon atom : 유리탄소 원자
▷ A diamond is a diamond, regardless of whether it's made in a lab or whether it comes from the earth. ▶ Take a guess. Which of these is lab-grown? You definitely couldn't tell. ▷ It takes very specialized laboratory equipment to detect the minute differences between the two products. ▶ And as lab-grown diamonds have gotten better, they've also gotten cheaper, which brings us to number seven in the playbook--if you can't beat them, join them. In 2016, De Beers and its peers in the natural-diamond industries slapped back against lab-grown diamonds with an ad campaign called "Real Is Rare." Bat then in 2018, De Beers actually launched their own lab-grown diamond line at the lowest prices on the market. They claim that's how much they're worth since they're mass-produced. But some say this is a strategy to make lab-grown diamonds seem worse. ▷ The efforts of De Beers to price light-box diamonds at such a low price point are a very clear effort to denigrate the product. Laboratory-grown diamonds are superior to dirt diamonds or mined diamonds that have come out of the earth. ================================================ minute[maɪ|njut] differences : 사소한 차이 slap back against : 반격하다 take a guess : 추측을 해보다
▶ Abram - We all live on a thin, solid crust above hot molten metal soup. That crust is typically less than 40 kilimeters deep, just twice the length of Manhattan. Rubies, sapphires, emeralds.... these all form there. But a diamond's home is deeper. Scientists measure pressure in pascals, and where diamonds form, pressures are five to six gigapascals. ▷ If you think of 80 elephants standing on your big toe, that is the pressure that is equivalent to five to six gigapascals. ▶ Abram - Every other precious gem is made up of combinations of elements. A diamond? Only one. Carbon. From a scientific perspective, the most important part of a diamond is this. ▷ These are small pieces of the mantle that's been trapped during diamond growth, and so these inclusions are actually the only direct samples that scientists have to study the deep earth. ▶ Abram - And those inclusions can be dated. If this is all of human history, and this is the time of the dinosaurs, this is the period when all the diamonds we see today were born. ▷ The oldest diamonds that have been dated actually predate life on Earth. ====================================== Carbon - 탄소 inclusion - 포함 predate - 보다 앞서오다
▶ Abram - Over 25 million years ago, diamonds blasted to the surface in rare and violent explosions. In the most seismically active regions, they just evaporated. In the more stable areas, they survived. This is a map of seismic waves through the Earth. The most stable areas are the pink ones. And that's where diamonds lay unnoticed for millions of years. The earliest piece of surviving diamond jewelry is this ring made around 300 B.C. Over the next 2,000 years, diamonds popped up in crowns, rings, and pins alongside other precious gems. And sometimes they were wedding gifts, like the diamond ring exchanged in the betrothal of Archduke Maximilian of Austria and Mary of Burgundy. But diamonds wouldn't become the unrivaled gemstone of love until these diamond deposits were discovered in South Africa 400 years later. Enter Cecil Rhodes, a British 17-year-old sent to South Africa, then Cape Colony. He would one day be remembered as a colonizer of Rhodesia, now Zimbabwe and Zambia, the namesake of Rhodes University, the creator of the Rhodes Scholarship, a zealousimperialist, and the founder of the company that would dominate the diamond industry for more than a century-De Beers. Under its watch, diamonds transformed from a gem like any other into a cultural touchstone. To understand how they pulled that off, you have to learn the De Beers' playbook. The first play--control supply. In the 1870s, Rhodes started buying up his competitors. ▷ I think it's important to understand De Beers didn't necessarily produce all of the diamonds in the world. They produced a lot of the diamonds. They bought supply from other producers, and this allowed them to basically ccontrol supply. ▶ Abram - Around 90% of the world's supply within two decades. ========================================= blast - 폭발시키다 alongside - 나란히, 옆에 unrivaled - 비할데 없는, 무적의 betrothal[ bɪ|troʊðl ] - (격식,구식)약혼(=engagement) namesake - 이름이 같은 사람 Cecil Rhodes - 영국의 아프리카 식민지 정치가, 케이프주 식민지 총독이 되어 다이아몬드광 ·금광을 비롯하여 철도 ·전신 사업 등을 경영하며 남아프리카의 경제계를 지배하고, 거대한 재산을 모았다. 유산 6백만 파운드의 대부분을 옥스퍼드의 장학금으로 기증, 그의 유언에 의해 설립된 로즈 재단(The Rhodes Trust)에서 매년 세계 각국의 인재들을에게 영국 옥스퍼드 대학교의 대학원 학위과정 수학을 지원하는 장학금이 주어진다. De Beers - 세계 최대의 다이아몬드 판매상 touchstone - 판단기준(=standard) playbook - (정치,상업 캠페인 따위의) 계획, 전술
