Jonathan Schwartz throws the DRM question back at the movie industry, and detects a double standard. It's a great commentary, but have a look at these excerpts - the media exec asks him about "digital watermarks" being required, and Jonathan responds:

Rather than provide a response in the room, I turned a question back to him. First, the network you're supposing will deliver a movie to a theater or a camera to a file server is the same network I'm presuming will run throughout your datacenter. On the internet, it's tough to distinguish a feature length movie from a data warehouse application (bits is bits) - so would your datacenter folks support the tech industry certifying content behind your firewalls with a digital watermark? In running business systems?

...

After a few days, I got a response. He'd spoken with their CIO, who dismissed the relevance of my proposal to manage all digital assets under the same scheme. "You'd have to start by proving I've stolen something."

Kind of illustrates the whole problem. Schwartz gets this right, and I hope he presses this with all the media execs he talks to. Now if Microsoft and Apple would do the same...