Is Trade Mark Infringement Bad for Brands?

I want to ask you about my favourite subject, which is counterfeit. And the question of whether our counterfeits are bad for brands? There is this famous story in the ip world that dolci gebana refuse to co operate with a case against counterfeiters because they reckon it's just free advertising for them. A butb, like at the same time, you also have a lot of other brands saying, like, counterfeits are the worst thing in the world and we lose lots of money from them. What's your take on all that? Yes, i i think brands can reasonably differ on that. And i'll give you legal response, which is that point of sale confusion