In 2000, the De Beers business model changed because of factors such as the decision by producers in Canada and Australia to distribute diamonds outside the De Beers channel, as well as rising awareness of blood diamonds that forced De Beers to "avoid the risk of bad publicity" by limiting sales to its own mined products. De Beers' market share of rough diamonds fell from as high as 90% in the 1980s to 29.5% in 2019, because of a more fragmented diamond market bringing greater competition, as well as more transparency and greater liquidity.