Ring Rage

So, I was watching the History Channel the other day and started flipping through the channels during a comercial break. I saw that Breakfast at Tiffanys was on, and it started me thinking "what is so great about a Tiffany engagement ring"? Now I'll be the first to admit I know little to nothing about rings, other that what I styles I like. However, after comparing a 2K ring at Tiffany's to a 2K ring at other place such as; Shane Co, Kay Jewelers, and a few other places, I don't get why they're SO much more expensive. I understand most of the markup is due to its brand name but JEESE! A 2K solitaire diamond ring at Tiffany's is 30,000 while the twin sister of that same ring at Shane Co cost about  3,500. And no, I'm not trying to plug Shane Co. I got the same results at almost any non "luxury" jewelry shop. I also noticed the lack of selection you get on Tiffany's and other high end jewlers, while the less known jelwlers websites had tools where you could create and completally custamizable ring. Strange? Yeah. If I'm going to put down 30,000 on a ring it better change the cat litter, finish my spanish homework and be one of a kind! But I digress, I wouldn't object to that little blue box!