Some years ago, I found myself sitting next to an interesting chap from a company called iProof, Erik Harvey, at an NFC event in San Francisco. He made a very good point to me: for anti-counterfeiting ecosystem to work, they must involve the end-consumers. If consumers don’t tap on or scan the labels then there’s no data flowing around the system. We need consumers to be an active part of the anti-counterfeiting activity or it won’t work: they have to want to take part. I think, with the appropriate messaging, that they would. After all, who wants to be embarrassed serving a fake wine at dinner and, aside from that, who doesn’t want to learn more about a wine that they try and like?