Here's why one gram of pure Tyrian purple pigment costs almost $3,000

Making authentic Tyrian purple dye starts with extracting a murex snail gland. After a series of painstaking steps, Tunisian dye maker Mohamed Ghassen Nouira turns as much as 45 kilograms of snails into a single gram of pure Tyrian purple extract. When he's done, he can sell it for $2,700. Some retailers sell a gram of the pigment for over $3,000. In comparison, 5 grams of synthetic Tyrian purple costs under $4. So, why is real Tyrian purple so hard to make? And is that why it's so expensive? Mohamed Ghassen Nouira's website: