P. Diddy is significant because he "found" Biggie Smalls. This was a little over ten years ago. Back then he did a fair amound of quality production (making beats), a bit of mediocre rapping, and made a lot of smart business deals. Now more than anything he is a successful business man, though he also puts out rap records. While he deserves some respect for some his accomplishments (more notably from earlier in his career), he is also somewhat despicable and somewhat of a sell-out because he has never been a skilled rapper and he is really rich. In being a good business man, he put out a well thought-out fragrance with good marketing. That fragrance was Unforgiveable. Like most of his business ventures, this one has netted him a lot of money.