What's the big deal?.... Trademarks are worth money. It is as simple as that.
When someone has invested a lot of time and money in building up a reputation - a reputation that attracts buyers and/or commands premium prices - they are going to want to protect it. When that reputation is encapsulated in a Trademark, the trademark makes for immediate recognition by purchasers ... and the protection of it becomes paramount.
Some trademark holders do not want their products to appear on a platform like eBay - because simply being seen there devalues their reputation, while others may not object to their products being sold there - but are, quite understandably, peeved when their trademark is hijacked to push fakes.
One difficulty in this situation is where the site administration receives complaints about products claimed as fakes. Is this a genuine complaint or a rival seller making waves? Does the complainant have the expertise to accurately determine that a product on offer
is a fake? Dealing with such reports varies from site to site (eBay and Oztion for example) but invariably seem to be completely reactive and somewhat inadequate.
What I might suggest as an option - for any platform administered by a third party - such as eBay, Oztion, Etsy, etc. is this:
1. eBay (or whoever) sets up a register of sellers who wish to offer trademark protected goods
2. Sellers apply to holders of the trademark(s) for approval to advertise the protected goods
3. This approval is recorded on eBay's register
4. An icon is constructed in two parts - One being a platform identifying template and the second specifying the registered trademark
5. Any seller who displays this icon and is NOT on the register can have the listing pulled
immediately it is reported.
How practical this might be I am not sure - but I believe the principle has some merit.
Here are a couple of examples of the idea. (Excuse the graphics - it is just a quick mock-up)
Please note: I have used the above trademarks as examples only. No approval has been given for the use of either, but they have been selected because they are well known brands that have had dealings with eBay on this very issue.