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Let's face it, whatever Human Beings create, they can also destroy - so any new encoding of data will, ultimately, be unofficially decoded, or just discarded.
As has been said before, the only real interest in a new format is how exclusive it is, and therefore how much can be charged for the privilege of using it. All you have to do is look at the queues around the Apple stores to see how the fashion-victim 'must have' state of mind can be warped and twisted.
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