Moi Moi girls were certainly more passionate about the M jewel. And their business overall.
If C&C had the same passion about M (actually BELIEVED M is the best jewel), maybe the M market would be much much bigger by now (maybe many years ago), and neither C&C nor Moi Moi would have to be offering lab D jewelry alongside M jewelry. Their businesses would be huge just with M. But Moi Moi had to basically build their (M) business themselves, with no help from C&C making the world aware about M (and M being THE best). Moi Moi did well. C&C did not. (And the PPS chart demonstrates the past and current failure to do well. Hope Don can execute and change the results.)