 For instance, in November 2009, the BBC's "Newsbeat" programme had gold valued by an independent gold bullion dealer in Mayfair, London, at around £300.Three jewellers in Hatton Garden then offered similar amounts for the same collection; Cash4Gold's valuation cheque was for £63, raised to £100 when the researcher called to get their gold back.Cash4Gold has attracted parodies of their business and advertisement models.