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The most depressing part of that article is when No Starch Press gives up and pays Amazon to advertise its books so they appear above the counterfeits. Amazon makes money either way: whether they sell counterfeit or real items; and now they make the ad money too.
I feel the same way about Google ads, too. Companies that don't buy ads for their own product get outranked in searches for their own name. For some terms, you can see 3 ads at the top, which puts the "real" result below the fold!
