State of Lux

In an arguably misguided attempt to protect itself from counterfeit, one unidentified European luxury brand has taken the measure of including genetic material in certain products.  Applied DNA Sciences uses botanical DNA for the sole purpose of identifying counterfeiting.  The DNA is incorporated in to glue, fabrics or dyes.  ADNAS picks up a fee for each mark purchased and an additional fee for every identification.  Sounds like a great business model, but is it where luxury brands are headed?