"Tsujihara described this process as allowing consumers to convert their libraries “easily, safely and at reasonable prices.”
You did read that last paragraph correctly. The head of Warner Home Entertainment Group thinks that an easy, safe way to convert movies you already own on DVD to other digital formats is to take your DVDs, find a store that will perform this service, drive to that store, find the clerk who knows how to perform the service, hope that the “DVD conversion machine” is not broken, stand there like a chump while the clerk “safely” converts your movie to a digital file that may only play on studio-approved devices, drive home, and hope everything worked out. Oh, and the good news is that you would only need to pay a reasonable (per-DVD?) price for this pleasure."
"Although they may pay some lip service to wanting to prevent piracy – a claim that is undermined by the fact that they argue in any forum available that piracy of motion pictures is already rampant – it really is about charging customers again. Why let customers make legitimate personal copies of movies they own at home when you could charge them to do it at a store?"
http://www.publicknowledge.org/blog/...ew-%E2%80%9Cdi
the article nails it: its not about piracy, its about getting you to pay for your movies/books/games/cds again. no wonder they will defend drm until their dying breath. the ebook market is no different. they want you to buy, rebuy and keep rebuying the same books over and over and over. they don't make any money if you can just convert your ebooks.