They need to get a handle on their supply chain and stop outsourcing so much of their product listings to shady third party sellers. Shady third party sellers go hand-in-hand with fake reviews. Most reputable brands don't want to get their hands dirty with that stuff. It's guys making margin on reselling that have all the skin in the game and most of the incentive to manipulate the system.
I've never gotten a fake from any brick and mortar or online merchant that sells direct. Only places I've gotten fakes and been duped by rampant fake reviews are eBay and Amazon. Once a competitor gets their shit together (I'm betting on Walmart) and has an equally convenient online store, Amazon will be the Myspace of online sales.
People have loyatly to brands but not the company that sells them. If something better comes along I'll switch immediately just like I did years ago with ebay