Well , Fura haven't yet shown the ruby ground is good, as they...

Well , Fura haven't yet shown the ruby ground is good, as they are still bulk sampling. Plus they have other, extra ruby leases  -so we will never be able to compare apples with apples. But, yes, lets assume the ruby ground was good. 

I agree it is very tempting with Fura. They have the proven ability to grade and sell the stones and totally understand the material (unlike MUS) - but can they mine them? Also, can they add some upside by marketing and branding them, as Gemfields have, and somewhat remove their product from being a commodity / the ups and downs of the market...  Gemfields did a great job of developing a brand and started on the right foot...If you have a look at Fura's marketing to date, its just a cheap website and a logo. Bad photos, poor layout and average copy writing doesn't scream polished and organised marketing approach.