But fake Gucci's look like the real Gucci's...and fake Rolex watches look like real Rolex watches... and that's the difference.

I'm under the impression that these chip "knock-offs" won't look anything like the originals and they will be stamped with an identifier. I'm also under the impression that no one is forced to buy them ... just like no one is forced to by the James Bond creations.

Have people gotten burned in the past? Sure have! That's the price of a good education in collecting chips.