Plus it's not like average consumers will have the hardware to verify this new custom chip. Even if it's "un-clonable" as they claim, which I doubt. So if they have to just go to the store and hope anyway, nothing's really changing.
One could say, why can't the US produce sparkling wine or sweet red wine without calling it Champagne or Port wine? I don't agree with the concept of cultural appropriation for anything, but having huge American conglomerates pump money into a mass produced product and slapping it with the name of a tiny region of a small country to eliminate all the local small producers is the single exception where I think it applies.
Plus it doesn't even lock anyone out, you can (and people do), buy land in the region and produce locally if you really want to. What you can't do is sell California wine and market it as something it's not to protect small producers.
Anybody could do that. Rather problem is it won't be successful since people recognize "champagne" and they will order that. Even if they know that sparkling wine could be the same type of beverage they will immediately assume it is inferior regardless of the actual quality.
It's a nigh-insurmountable obstacle to overcome centuries of advertising, legal entrenchment, and habit for any new start up company that just wants to make a high quality good.
The status quo only helps the large corporations that have been advertising and lobbying for the last century.
It could be successful if these people stop being snobs and educate themselves a bit. For instance I like Prosecco, not Champagne sparkling wine. But since the former is not a protected designation of origin, I have to revert to buying DOC or DOCG, look for Conegliano, Valdobbiadene or Milesimatto on the label. If a large wine producer from say Germany would start slapping these words on Sekt labels and flood the EU market with the product, how would I be able to tell the difference without buying and tasting the product? Luckily, the Germans like it extra dry and are proud of their own product, which is great.
Weather/temperature/pressure patterns aren't trivial things to control, neither are soil conditions, or atmospheric composition (particulates, organisms, pollutants, etc).
So to say that XYZ cheese or wine or whiskey isn't unique because of where it comes from is a falsehood, that is something that should remain in use unless you can prove that it doesn't matter (which so far all meaningful attempts have failed).
What the issue is, really, is that naming rights/conditions/etc are by and large too restrictive in the EU. The US is much better in that respect, though still far from perfect, but what winds up happening, like you've said, is that large corporations leverage government in order to create regulations that benefit them in some way. That's a huge problem to solve, and exists in every industry that matters and many that don't.
But I do agree that maybe average customer don't care about that.
Indeed, even the headline of this article about P-R just calls it "parmesan", which is the same non-DOP term used to refer to similar-style cheese produced in many other places (eg Hungary) and sold in the USA.