True, at the right price points for tag and reader, it could be used as yet another tech for jerky DRM on consumables like printer ink. But some hard-to-clone

True, at the right price points for tag and reader, it could be used as yet another tech for jerky DRM on consumables like printer ink. But some hard-to-clone and viable-to-read tagging technologies can be very useful for purposes like authenticating genuine product (which consumers are starting to care about), for tracing graymarket items (sold in contract-violating ways, which some international brands care about), and for disrupting retail theft rings. There's also engagement angles that a lot of brands want to add to the tech investment. (And there may also cost be savings/consolidation opportunities with packaging costs, and it can involve the industrial design, and affect branding, and involve manufacturing, and distribution, and retail, and multiple IT integrations, and field operatives. Which is how your enterprise sales meetings get 10x more stakeholders than the person charged with reducing counterfeiting.) (I worked on applications of hard-to-clone tags a few years ago. Unfortunately, our startup launched its first factory integration just as Covid hit the US, which meant that investors and customers understandably both got skittish about the near future, we ran out of runway, and our talent scattered to the winds.)