If I buy an "authentic Rolex" and receive a Chinese Rolex clone that's built similarly based on observations of a real Rolex, I'm going to feel scammed and very upset. And I'm much more protective of my memories than I would be of a watch.
They also need to be very, very careful when introducing capability to falsify photographic images convincingly.
Using the term "authentic" for this (and how do they even know what's an authentic memory?) doesn't sound like being very, very careful. It sounds like being gratuitously reckless.