Who Wins and Loses from Counterfeit Goods?

Decent article re tips for questioning authenticity of goods purchased online; however, far too light and superficial on the larger and primary issue of the rampant trafficking in counterfeit goods by major online retailers and wholesalers. At what point should a company like Amazon, with its “open market” philosophy, have a duty to inspect third-party seller goods for authenticity? When one of its millions of third-party sellers dumps counterfeit goods into an Amazon (or other online retailer) warehouse for purchase and sale, and a consumer transaction is effected, the only beneficiaries of the transaction are the third-party seller of the bogus goods and Amazon (or other online retailer). The consumer loses in that it has a counterfeit product, which may even expose the consumer to new or derivative infringement or counterfeit liability, and the maker of the name brand loses a customer and sale and experiences brand and trade dilution. Shouldn’t more companies follow Birkenstock’s lead?