For years Costco has been selling what they call Tiffany rings. For years Tiffany did nothing about it saying they had no idea something like this was going on. Tiffany said it was only last year they discovered from a customer tip that Costco had sold thousands of rings they called Tiffany rings. Tiffany is suing. I understand Tiffany wanting to sue. What I don't understand is how no one from their company or customer or salesperson or anyone else from the company ever noticed what Costco was doing. What it shows to me is that no one at Tiffany does any kind of market research or sees what is out there or why Costco suddenly had a huge share of the diamond sales. I also find it hard to believe that in the past few years no one wondered why Tiffany diamonds were 50% cheaper at Costco and no one said anything to Tiffany.