Let’s face it, major brands go to great lengths to preserve exclusivity and fight counterfeiting including burning products worth billions of dollars. However, burning excess products to maintain exclusivity does not sit well with consumers. And there’s no letup. Case in point; a consumer boycott campaign against luxury fashion house Burberry, headquartered in London, England- after the news of the burning practice had been made public knowledge. In short, it is a business world of caution. And rightly so. Nowadays, the interconnectivity between brands and customers have given rise to the voice of the people. In a word, the boycott forced Burberry to end the practice of burning its excess products, but sadly, the damage had already been done with respect to consumer distaste at that time.