Figured this would fit into the topic at hand... pun very much intended since Apple says this in the iPhone 5 introduction materials:
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I completely agree: look what it did for Steve Jobs.
Apple said:A crystalline diamond is used to cut the chamfers of iPhone 5. This process gives the beveled edge its beautiful sheen.

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Holding Apple to an impossible standard isn't healthy for anyone IMO.
I completely agree: look what it did for Steve Jobs.