"De Beers is hoping to create big price gap with its new product, which will sell under the name Lightbox in the U.S. A 1-carat man-made diamond sells for about $4,000 and a similar natural diamond fetches roughly $8,000. The lab diamonds from De Beers will sell for about $800 a carat."
"Still, De Beers says that its move isn’t to disrupt existing lab-diamond producers, but create a small, profitable business in its own right."
Sure........ not that there is an obligation for De Beers to keep other labs in business but I'd be nervous if I ran one.
On a personal level I'd find it exciting to have cheaper material available if it was from a company I wouldn't feel gross to give my money to, with such a big price difference it'll be interesting to see how other companies adapt or set themselves apart to justify a higher cost if they can't come close to De Beers prices.