I think there are a lot of other ways to solve this and I do not think that this patented QR codes is the right one. SSI with verified credentials seem to me much-much better solutions than this.
Also, you cannot prevent counterfeit products what you can do is reducing from one-to-many to one-to-one (as an example Cardano’s New Balance Shoes owner can sold the card for a producer but that producer only can have one counterfeit shoes instead of many), so it would make very hard for the counterfeit producers to make them in some sustainable way.
What I meant by some SSI (Self Sovereign Identity) solution. For example coffee seeds’ (as an example) every packet has its simple QR decoding a DID an identity time/date when manufactured etc. and tracks the supply chain till the end user. So, the buyer can see whether it was manufactured what is the expiry day in which shop it should be and was sold etc so does not matter if you copy this QR, you will know if it is a legit or not.
It is very similar to Cardano’s NB deals, where the end user can sure that product is genuine. And does not matter if you copy the QR as when the seed should be in a small town somewhere in europe but you scan it in some city in new york you woukd recognise, even if the shopper that originally has the prod but when it sold it he/she cannot resell anymore, cos that item is sold. It is like IoI Internet of Identities.
I following SSI years, it is evolving very fast.
Unfortunately, what I see by these announcements, that the general public can see some possible adoption of their well loved coins that could make their lovely coins price goes higher. We are very far from adaption, would say we need at least 5 years to have some realistic outcomes based on these deals. But, luckily this space is evolving and perhaps if not Cardano would be the winner then that is fine, as the target is having much better systems than we had in the past/before.