Choo has warned that as with high-priced branded products like French wines and Swiss watches, certain Pu-erh brands also attract imitation or "fake" tea traders. This usually happens soon after a particular tea has gained wide market reputation and demand. Some con traders, usually small ones, will always capitalize on a certain Pu-erh then enjoying a high market price by selling "fake teas" which the tea connoisseurs could easily detect as being not genuine. Hence the question of a seller or collector's "credibility" is an important factor to consider for a buyer of teas. Choo had in fact "tested" certain sellers by just buying one cake of tea from them, and after "testing" it by savouring it with close network of connoisseur buddies. This helps to prevent innocent investors from being made suckers. Choo had found the "inferior" quality of one such "fake tea" for which he paid an above marker price, but it was a "learning" exercise he went in with eyes open -- which he shares with newcomers who come to him for advice by "sharing" the "fake" tea with them, contrasted with tasting his genuine teas. Choo knows he's having a "prized" collection when connoisseurs who have tasted his teas subsequently asked to buy his stock, but Choo only would part with some samples as he wished to hold them for a longer "composting" period, and see the teas grow in stature, and price, of course.