A few weeks back, the founder of Plasmability told me the lab-grown diamond business is in a “Wild West” phase. It sure feels like it. There are good businesses in the sector. But far too many are nontransparent, make unsubstantiated claims, and violate environmental marketing standards, like the Federal Trade Commission’s Green Guides. And we still see the typical, sometimes deliberate, fuzziness about the difference between synthetics and simulants.