Is just a method to increase sales of cosmetics, clothes and other stuff in specific countries. Whenever the big companies feel that a certain country could become a big consumer of some cosmetic or fashion product, they would give the Ms Universe and Ms World crowns to those countries and then start the marketing. All those who are old enough to remember Sushmita & Aishwarya's wins will remember how pathetic the sales of cosmetics used to be before that. Only 1-2 brands were available. Now there are dozens of brands of expensive stuff.