The concept does makes sense in the gem and jewelry business. There is a link, and the behavioral pattern of the dealers, jewelers and consumers in the gem and jewelry sector are no different from ants, bees + other group (s) mentioned in the article. Though strange, you will have to 'see through' to understand the importance of swarm behavior.
Peter Miller writes about swarm intelligence + insights that can help humans manage complex systems + the complex behavior of a group + other viewpoints @ http://www7.nationalgeographic.com/ngm/0707/feature5/
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