This makes a lot of sense as a business move, over the last few years diamond sales have been dropping steadily for a number of reasons that make purchasing expensive jewellery less popular (inflation, decreasing popularity of marriage, cost of living increases, etc), so they must be running into an excess of stock but don't want to actually lower the price of diamond jewellery, so instead they are looking into ways to implement diamonds into computing to broaden their profit portfolio on top of diamond cutters and other services they offer.
Considering how big computing is and how it's only going to become more prevalent moving forward, trying to get involved in that industry is a way to have a fallback strategy in case the premium jewellery market just keeps slowing down, and it's not a bad idea to be honest, we'll have to see if they do manage to get significant cooling performance from this project, otherwise I feel like this will end up as another "rich kid" upgrade that most people consider a pointless expenditure.