> [C]ompanies like Rolex spend a lot of money on enforcement to get rid of counterfeits because counterfeits remove the willingness for people to play to pay th

> [C]ompanies like Rolex spend a lot of money on enforcement to get rid of counterfeits because counterfeits remove the willingness for people to play to pay the high price for an original. An interesting scene from the movie House of Gucci (2021)[1] is when Patrizia Reggiani (Lady Gaga), the wife of Maurizio Gucci (Adam Driver) discovers the fake bags you can buy on the street and tells Aldo Gucci (Al Pacino) who is then the family brand leader. The point Aldo makes is: The distribution of fakes strengthens the brand, because it gives normal people a belief that they can own a Gucci bag. They know their bag is fake, their peers may or may not know, but they still advertise for the real bag and the belief that if you're affluent, you want a Gucci bag. The brand would be worth very little if only the people who could afford it cared to speak of it. [1]: https://www.imdb.com/title/tt11214590/ https://www.imdb.com/title/tt11214590/