Thanks for your post. Whenever I've asked the question, I get a similar answer: too darn soft. However, my Indian friends all swear by 24k jewelry and it's beautiful. That said, I've also noticed all their stuff is thin and looks almost brittle. This has also been my hesitation with Mene, though I also applaud the whole democratizing gold concept. There is value in Mene, just have to make sure you're looking at the right item. I like that gold top! And yes, the advertising is a bit much.