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Whack-a-mole, plugging holes in a dam, swatting flies, the zombie apocalypse. No matter the analogy, fighting online anti-counterfeiting can seem like a never-ending battle which is impossible to win. Many brand owners are so overwhelmed by the process and paralyzed by indecision that they do nothing and pretend the problem is not growing. While it is true that anti-counterfeiting can be a monumental task, doing nothing is the best way to be assured that it will get completely out of control.