[coldtea]

>There was no alternative before this article.

There was always the alternative: I don't care about rings and diamonds and such BS, I care about us being together.

Which is not that uncommon (even in the US) as people here make it out to be. Not everybody goes for a big wedding either -- or even a wedding at all.

Also, as another commenter pointed out, "non negotiable" (as in: I want my diamond ring or we're not getting married") and "no alternative" (as in: we both want to buy the ring, and don't care for it being expensive, but there's no good replacement for a real diamond) is a different thing.