Online Counterfeiters: Getting Smarter and Now Enlisting Customers’ Help

Two weeks before Black Friday, Wal-Mart announced the heroic if somewhat kamikaze move of offering to match online prices on select products. What paraded past Wal-Mart's cashiers were a number of fake Amazon.com listings showing $400 Playstation 4 consoles being offered at $100 or even lower. This turned the practice of "showrooming," wherein consumers test products in physical stores and then go online to check pricing and get the best deal, inside out. Faced with fake ads, most likely for fake products, and a price-matching policy to boot, what's a retailer to do?