This system grades different wines made of various kinds of grape, originating from different regions and chateau, differing in their names and ages. For every wine, there is a numerical rating (the maximum value is 100) and a detailed description of its taste, written by an expert. Thus, wines produced by the same chateau in different years may have different ratings. On the other hand, wines of the same rating may considerably differ in taste and correspond to fancies of different consumers. This system underlies wine pricing.

Below is a citation of Parker's Guide, 3rd edition, 1988, for description of different wines with the same score:

2. Hotels rating (The number of stars):

One Star (Economy)	Typically smaller hotels managed by the proprietor. The hotel is often 2 - 4 stories high and usually has a more personal atmosphere. It's usually located near affordable attractions, major intersections and convenient to public transportation. Furnishings and facilities are clean but basic. Most will not have a restaurant on site but are usually within walking distance to some good low-priced dining. Public access, past certain hours, may be restricted. Typical National Chains: Econolodge, Motel 6.
Two Stars (Moderate)	Usually denotes independent and name brand hotel chains with a reputation for offering consistent quality amenities. The hotel is usually small to medium-sized and conveniently located to moderately priced attractions. The facilities typically include telephones and TV's in the bedroom. Some hotels offer limited restaurant service; however, room service and bellhop service is usually not provided. Typical National Chains: Days Inn, LaQuinta Inn.
Three Stars (First Class)	Typically these hotels offer more spacious accommodations that include well appointed rooms and decorated lobbies. Bellhop service is usually not available. They are often located near major expressways or business areas, convenient to shopping and moderate to high priced attractions. The hotels usually feature medium-sized restaurants that typically offer service breakfast through dinner. Room service availability may vary. Valet parking, fitness centers and pools are often provided. Typical National Chains: Holiday Inn, Hilton.
Four Stars (Economy)	Mostly large, formal hotels with smart reception areas, front desk service and bellhop service. The hotels are most often located near other hotels of the same caliber and are usually found near shopping, dining and other major attractions. The level of service is well above average and the rooms are well lit and well furnished. Restaurant dining is usually available and may include more than one choice. Some properties will offer continental breakfast and/or happy hour delicacies. Room service is usually available during most hours. Valet parking and/or garage service is also usually available. Concierge services, fitness centers and one or more pools are often provided. Typical National Chains: Hyatt, Marriott.
Five Stars (Deluxe)	These are hotels that offer only the highest level of accommodations and services. The properties offer a high degree of personal service. Although most five star hotels are large properties, sometimes the small independent (non-chain) property offers an elegant intimacy that can not be achieved in the larger setting. The hotel locations can vary from the very exclusive locations of a suburban area, to the heart of downtown. The hotel lobbies are sumptuous, the rooms complete with stylish furnishing and quality linens. The amenities often include: VCR's, CD stereos, garden tubs or Jacuzzis, in-room video library, heated pools and more. The hotels feature up to three restaurants all with exquisite menus. Room service is usually available 24 hours a day. Fitness Centers and valet and/or garage parking are typically available. A concierge is also available to assist you. Typical National Chains: Ritz Carlton, Four Seasons.

3. Passenger car market.

On the passenger car market, different features are positioned for different consumers.
There are several classes of cars, which differ in their functionality: luxury, sports, family, economy, conceptual, etc.
For each class, there are many principally different brands, each of these having its own niche on the market.
In each target class, there are quite different cars: some are better, some others are worse. Absolutely different cars may have the same price.
Also, it is very important that no concept of the "ideal car" exists.
Thus, the main feature of the car market is that all the cars are different and that they satisfy the preferences of different consumer groups.

Conclusion:

1. All the systems considered above have one thing in common: they don't use the attribute "ideal".
2. An obvious drawback of the "ideality" concept is that all the "non-ideal" items are penalized, while most people understand that the ideal does not exist.
3. If there is a concept of "ideality" on the market, this conflicts with the concepts of "difference" and "specialty", because all the different and special is non-ideal. So, a negative attitude is cultivated towards differences and specialties.
4. If there is no "ideality" concept, any differences and specialties can be positioned as positive. This point contains a potential for growth and development of the corresponding goods and markets, while the existing "ideality" concept restrains the diamond market.

Sergey Sivovolenko, OctoNus, Moscow, Russia
Yuri Shelementiev, Gemological Center MSU, Moscow, Russia