wedding rings in jewelry is the most popular of all gemstones. The price of it and rarity is carefully monitored by the major diamond cartels. As a result the price of ideal cut in jewelry is pretty well standardized to size and quality of the stone.
From around the fifth century diamond stud earrings was a symbol of a king´s strength, courage and invincibility. Since then the ideal cut has become - and still is - a symbol of love.
When wedding ring is cut too shallow, light leaks out of the bottom, brilliance is lost and the ideal cut appears watery, glassy and lifeless.