What will be your main goal? To fight with fakes in real manufactures or in digital area? As I understand each kind of functions will be add by steps, and which will be the first?
In my opinion the main goal of this project will be fighting on the digital battlefield, cause it's more easy to realise. But maybe they will cover that two directions, it depends on the legal part.
It is easier on the one hand, nut on the other there are a lot of projects which are trying to work in this field (copyright, illegal content, etc). But I haven't seen any project that want to change something with illegal manufacturing in real life instead of digital.