I've noticed people -- even here -- using the publishers' terminology, namely saying that books are "protected" by DRM. Changing perceptions starts with language: be sure to say they're "restricted" by DRM.
It's a calculated, cynical choice of words on the publishers' part. People are used to having things that are protected in some way being to the buyer's advantage: a carpet "protected by Scotchgard", for instance, is more stain-resistant then one that isn't. So "protected" sounds good to the uninformed, disguising the fact it's massively to the buyer's disadvantage. Plus it portrays all us customers as scum from whom books need to be protected. If the publishers won't tell the truth and say "restricted", we have to.