I'm not technical, but best I can understand it is, content should be like water -- bring whatever container you want and we'll fill it with content for you. Practically, I can see that happening, with DRM.
I don't want to get into debate about the evils of DRM. I just see content producers being willing to offer content in unmolded form, which would allow widest distribution (best profit potential), but with DRM, which they see protecting their product. (Maybe it protects nothing, but I don't see them giving it up.)
So what would be the most accessible method of delivering unmolded content? Pure text that can go into nearly every container, yet allow DRM to be slapped on?