Fake chips are a problem. Bricking equipment that includes fake chips is also a problem.
Companies are responsible for protecting their trademark. This is trademark protection, pure and simple. It's the cyber-equivalent of a Cease & Desist, where the companies have the power to enforce the C&D on their own.
One of the things that they are going to get out of this is the names of all the big products that use counterfeit chips. The makers of those products are going to be responsible for fixing the problem.
My guess is that many of these are going to just trace back to PCB manufacturers in China that were buying fake chips to cut costs and boost profit. The product manufacturer may have specified legitimate parts, but fakes were substituted by the contract manufacturer. If that is the case, it will be interesting to see how the Chinese deal with this.