If Gemporia is desperate for cash right now, they're really not going to be fussed about potential/repeat customers' financial circumstances. They just want their stock sold.
The Gemporia of the past may have had a set of vaunted ethics, like providing new and interesting gems and jewellery for sale at affordable prices, buying at source and not from sellers at trade fairs etc, and providing viewers with enough detailed information to make informed decisions about their purchases.
But today's company is nothing like the past one, and it's currently relying very hard on its past reputation to help flog its current stock.
Many people turn up on this forum every now and again who are wildly incandescent with rage at any criticism of Gemporia. Mostly because they have excellent memories of it in the past, and over the years have bought lots of brilliantly priced, beautiful jewellery that they love.
The hardest thing to do is to remove those rose- and nostalgia- tinted glasses of the past, and really see Gemporia as it truly is today. Nobody wants to feel like they've been taken for a fool by people who they've trusted. Especially with their money.
Then there are those who want to believe that they're truly friends with those nice people off the telly. Like the person who used to post regularly on this forum who made a point of buying some stuff from Ellis' first Gemporia shift because they wanted to help her first day "go well". Or those who have bought items presenters were selling and went overboard with saying how much they loved them, then mailed them in to the presenters. I know Ellis stated more than once in shows that viewers had sent in Destello scarfs she'd allegedly liked but "couldn't buy as they'd sold out on air".
There are people out there who really do take the "friends on the telly" crap at face value.