many people saw kapoor's instagram picture. they wrote to semple asking him to make a black paint like vantablack. in 2017, semple made black pigments called "better black", "black 2.0" and "black 3.0". he made a glitter paint called "diamond dust". he would not sell any to anish kapoor. semple's black paint was not as black as vantablack, but it was very, very black. it was also much easier to use and cost much less money. one tube of black 3.0 cost ₤21.99. semple also opened an art store in london and said he would not let anish kapoor come inside it.