As a bunch of you are submitting, at a panel discussion down in LA, an RIAA representative claimed not only was DRM not dead, [url=http://www.news.com/8301-10784_3-9939189-7.html?part=rss&subj=news&tag=2547-1_3-0-20 target=_new]but that it was making a comeback[/url]. However, the statements show a fundamental misunderstanding of what's happening in the marketplace. RIAA technology guy David Hughes made this statement:

I made a list of the 22 ways to sell music, and 20 of them still require DRM.
Well, David, I just made a list of 22 ways to sell transportation mechanisms, and 20 of them still require a buggy whip -- but it doesn't mean anyone will buy them. Then, even worse was the statement from the MPAA's Fritz Attaway:

We need DRM to show our customers the limits of the license they have entered into with us.

Well, there's your problem Fritz. The second you focus on how to limit your customers, you've lost them. No one wants to be limited these days. They want to be able to do what they want and they will reward those who allow them to do so. Treating your customers as people to be limited (i.e., people who you offer less value to) pretty much guarantees that they'll go elsewhere.

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