Vivozoom, the microstock business, calculates that the practice of stealing stock and microstock images totals as much as $10 billion annually. Vivozoom hopes to end the abuse by setting a standard for protecting both purchasers and photographers by legally defending any customer for damages and costs totaling up to $25,000. According to PicScout, which uses image-recognition technology to track content on the Internet, some 85% of the rights-managed images detected on commercial Web sites are misused, as reported by customers over the last seven years. Lawrence Gould, co-founder and CEO of Vivozoom, blames the ease of online access, "through tools like Google Images," which are "challenging the concept of image copyright. ... people may not realize that there is a cost associated with the use of some images."