Brand Registry enrollment will be good for consumers if it works. I looked into Herman Miller chairs on Amazon.ca last year. The Amazon seller "Madison Seating

Brand Registry enrollment will be good for consumers if it works. I looked into Herman Miller chairs on Amazon.ca last year. The Amazon seller "Madison Seating" was some group selling refurbished HM chairs out of a warehouse, offering no warranty but selling at new prices. Companies like that will find it harder to fool shoppers when they don't have an "authorized reseller" badge by their names.