The overall purity of gold alloy is important but...

Gold bullion prices are based on how much gold is actually inside a gold coin or gold bar in terms of the weight of the gold. Fineness always refers to the overall purity of gold and not to the weight of the gold within a gold coin or gold bar. 

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For example, a gold bullion coin (gold coin) which has a millesimal fineness of "999" and weighs 1/10 troy ounce (t oz / ozt)  is of less value than a gold coin which has a millesimal fineness of "750" and weighs 1 troy ounce (t oz / ozt).

In other words, the overall purity of a gold alloy is important, but the weight of the gold in the alloy is even more important.

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