I know this is an old thread and I have no idea of what the current status is for John, but I don't understand the problem. John ran into competition. He stopped selling to people at the price he had set for his product. And he's blaming the competition for poor sales? John needed/needs if still going, to not deny anyone from buying his product at the price set as this is very bad business. If he wanted to distinguish his business from others, he needed to trademark the items he sells and label/stamp items accordingly and provide certifications to customers that they are buying from who they think they are. Aside from this, patents and trademarks needed to be filed and a lawyer hired to protect his interests against anyone violating these interests.