Allow me to speak from experience - VERO is pretty much useless as a method for evil companies to enforce despotic control over the masses. In terms of furthering my nefarious plans for World Domination, it's been a total bust.
EBay hosts many auctions of bootlegs of many of the films (anime, samurai stuff) for which my company, AnimEigo, is the US licensor (turning you all into malleable Otaku will definitely get me closer to the aforementioned end-state of World Domination). At one point, we tried using VERO to cancel these auctions. It was a total waste of time.
1) After being VERO'd, the bootleg vendor would simply put up another auction. It was a game of whack-a-mole, and they had more time to play than I did. The time I wasted -- I could have spent it on the Orbital Mind Control Lasers.
2) The serious bootleg vendors would simply contest the VERO. At which point the rights-holder has to provide documentation that demonstrates that the property infringes their rights. And that, folks, takes time and money -- and I need that money, do you guys have any idea how expensive it is to build and maintain a Secret Lair?
So my advice to people who want to sell E-Meters is to contest the VERO; it requires only 10 minutes of your time filling out a form and faxing it off, and will cost the COS a considerable amount of money to take to the next step. Now, they may decide that it's worth it to them to do that, but hey, that's money they can't spend on other things - and keep in mind that for them, World Domination is a serious business, not just a hobby like it is for me.
The real point of VERO is to protect eBay from lawsuits by rights-holders.