It sounds like a brand exercise to me. The idea being that if there are fakes of these chairs, they may not be fully "branded" i.e. not advertising back to the brand, or not looking exact.

Is like a story I have heard about someone working in a major clothes retailer. This person's job consisted on slashing and cutting clothes and shoes that hadn't been sold and thorw them away in a large rubbish bin. When asked why they had to be cut the reply was:
"Homeless people sometimes raid the bins and steal these clothes, so is detrimental to the brand to see tramps wearing their shoes or clothing" 

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-'I curse the day my curiosity led me to investigate the strange stain inside
the atomic acelerator chamber'-
The Nuked Bug