The article admits that this technique is likely quite easy to negate with simple tools. "The technique isn't foolproof, malicious actors could work to reverse

The article admits that this technique is likely quite easy to negate with simple tools. "The technique isn't foolproof, malicious actors could work to reverse engineer the protected image potentially by adding digital noise, cropping or flipping the picture." This seems like a step in the right direction, but ultimately it won't make a difference. Then again, that doesn't mean that some companies won't purchase it, at least for talking points. "Our system makes it impossible to copy these images!"