It seems to me that the actual relevant innovation has to do with a better chip than with the blockchain. Ultimately, there's a single source of truth: whoever

It seems to me that the actual relevant innovation has to do with a better chip than with the blockchain. Ultimately, there's a single source of truth: whoever certifies the cheese to be authentic. And there's the requirement to shoot a laser at this thing. It's a device you have to physically interact with. So this at best requires what, a standard cryptographic signature emitted by a trusted party? The blockchain part is complete fluff. The main point of this seems to be that for a third party it's hard to obtain this very specific chip to insert into their non-authentic cheese, which is why they use a physical chip instead of printing a QR code on the rind. So that'd be what provides the benefit, not the blockchain.