Here's a preposterous contrarian strategy: Evil diamond merchant De Beers is more than doubling its marketing spending this holiday season, because they have "new research showing diamond jewelry will be the number-one gift for the holidays in 2008." Oh really? Diamonds made out of compressed spam, boiled into a thin soup and served with watery Kool-Aid, maybe. De Beers says their ad campaign will be "philosophical." That philosophy is egoism with a touch of apocalypticism. [WWD]

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