Hype marketing. They could just serialize it and track sales in a publicly available database. And that's probably all their 'blockchain' is anyway.
Even simpler, they could just sign the CoA with their private key.
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I think any of it could be bypassed. You can copy a paper CoA.
Some embedded RFID thing that's signed would probably be harder.
NFC I mean. I'm in work mode 😂
