"For instance a brand advertising itself as 'Purveyors of quality goods to the gentry since 1898' is likely to turn out to have been selling cheap factory-made goods to the lumpenproletariat since Christmas."
Popularised by Karl Marx, lumpenproletariat roughly translates as the class of outcast, degenerated and submerged elements that make up the underclass of society. It includes beggars, prostitutes, gangsters, racketeers, swindlers, petty criminals, tramps and the chronically unemployed.
DIPLOMA comes from a Greek word 'diploma', itself a derivative of 'diploun', to fold. So a diploma was a folded document, usually a government one and led to the word DIPLOMATIC