Step 1: Analyze the pattern in the numbers.
The numbers are arranged in a diamond shape with four triangles, and we are looking for a relationship between the numbers. Upon examining the rows and columns, we observe that the number on the top side is the sum of the two adjacent numbers below it, minus 2.
Step 2: Apply the pattern to find the missing number.
We have the numbers:
\[
\textRow 1: 43, 35 \quad \textRow 2: 29, 31, 40 \quad \textRow 3: 38, ?
\]
Looking at the adjacent numbers, we find the missing number to be 34.
Step 3: Conclusion.
Thus, the number that replaces the question mark is \( \boxed34 \).