As far back as we remember, from the days when primitives strung bones together and displayed them around their necks, jewelry design is a process of discovery and imagination. Ask any innovative jewelry designer to create and they will begin by checking for the availability of new and exciting medium. So when new men's bridal jewelry styles began to appear in lower value metals, like Titanium and Tungsten Steel, some in the jewelry industry embraced them as a lower cost alternative to Platinum. One problem with that viewpoint is that Platinum is precious, pure, and rare. These alternative metals are not. So, in effect, it's like comparing an apple to a pear. In fact, the intrinsic value (actual scrap market value) of a Titanium or Tungsten ring is negligible. So, applying simple rules of economy, even though it is much more expensive, Platinum offers better dollar value for the consumer.