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Translation of “Macrovision’s Response to Steve Jobs’s Open Letter”

daringfireball.net — Translation from PR-speak to english of selected portions of Macrovision CEO Fred Amoroso’s Response to Steve Jobs’s 'Thoughts on Music'.

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  • jhollington, on 10/12/2007, -1/+66As always, John Gruber gets right to the point very succinctly in clearing up the FUD that surrounds the various industry proponents of DRM.

    • Kerrigore, on 10/12/2007, -1/+48Agreed, a very accurate translation. I have yet to see any proponent of DRM who has convincingly explained how it actually benefits the consumer rather than the corporations- kudos for Gruber for demolishing this attempt.
    • Quix, on 10/12/2007, -1/+23Unfortunately, Amoroso just so happens to speak the alien language that only the RIAA understands...
    • magicmarc, on 10/12/2007, -2/+47"im as high as a kite"
      Genius.
    • Mootabolife, on 10/12/2007, -13/+2It's only alien until you realize what that means.
    • WiZZLa, on 10/12/2007, -19/+1...odd as John Gruber is normally the source of FUD against anything that may compete with Apple, but now he's clearing up the FUD that goes against Apple. Quite the surprise.
    • SEN5241, on 10/12/2007, -2/+31"Up is down. Black is white." I love it! :-D
    • kingfoot, on 10/12/2007, -1/+28the translations he made were bloody brilliant, as well as deadly accurate.

      kudos.
    • emehrkay, on 10/12/2007, -1/+17As an industry, we should not let that happen.

      As a company whose only purpose is to provide copy protection, we can’t let that happen.

      hahahaha

      what a dumbass letter
    • Ryosen, on 10/12/2007, -0/+62Dear Macrovision,

      You are part of the problem, not the solution.

      Sincerely,

      The Consumer
    • Batiu-Drami, on 10/12/2007, -13/+6Ryosen:
      If you're not part of the solution, you're part of the precipitate!

  • Ireland, on 10/12/2007, -2/+15It has been said many times before, and I know there's a high possibility he wont change it, but I'd still love if Gruber would allow comments.
  • MackPrime, on 10/12/2007, -34/+2Source: “Macrovision’s Response to Steve Jobs’s Open Letter”.

    I would like to start by thanking Steve Jobs for offering his provocative perspective on the role of digital rights management (DRM) in the electronic content marketplace and for bringing to the forefront an issue of great importance to both the industry and consumers.

    ***** you, Jobs.

    Macrovision has been in the content protection industry for more than 20 years, working closely with content owners of many types, including the major Hollywood studios, to help navigate the transition from physical to digital distribution.

    We’ve been helping and encouraging the entertainment industry to annoy its paying customers for more than 20 years.

    We have been involved with and have supported both prevention technologies and DRM that are on literally billions of copies of music, movies, games, software and other content forms, as well as hundreds of millions of devices across the world.

    Remember those squiggly lines when you tried copying a commercial VHS tape? You can thank us for that.

    While your thoughts are seemingly directed solely to the music industry, the fact is that DRM also has a broad impact across many different forms of content and across many media devices. Therefore, the discussion should not be limited to just music.

    We recognize that if getting rid of DRM works for the music industry, it’s going to open the eyes of executives in other fields, and it could unravel Macrovision’s entire business.

    DRM increases not decreases consumer value

    Up is down. Black is white.

    I believe that most piracy occurs because the technology available today has not yet been widely deployed to make DRM-protected legitimate content as easily accessible and convenient as unprotected illegitimate content is to consumers.

    I have, to date, succeeded in convincing the entertainment industry that DRM can stop piracy.

    The solution is to accelerate the deployment of convenient DRM-protected distribution channels—not to abandon them.

    The solution is more DRM. DRM everywhere.

    Similarly, consumers who want to consume content on only a single device can pay less than those who want to use it across all of their entertainment areas — vacation homes, cars, different devices and remotely. Abandoning DRM now will unnecessarily doom all consumers to a “one size fits all” situation that will increase costs for many of them.

    Abandoning DRM will prevent us from forcing our customers to keep paying us over and over again for the same movies and songs they’ve already paid for.

    Well maintained and reasonably implemented DRM will increase the electronic distribution of content, not decrease it.

    I am high as a kite.

    Quite simply, if the owners of high-value video entertainment are asked to enter, or stay in a digital world that is free of DRM, without protection for their content, then there will be no reason for them to enter, or to stay if they’ve already entered. The risk will be too great.

    If it weren’t for DRM, no one would attempt to sell video in digital formats.

    I agree with you that there are difficult challenges associated with maintaining the controls of an interoperable DRM system, but it should not stop the industry from pursuing it as a goal.

    Just because we have sold the entertainment industry on the pipe dream of “interoperable DRM” that can’t actually be implemented does not mean they should stop paying Macrovision in a futile attempt to make it happen.

    Truly interoperable DRM will hasten the shift to the electronic distribution of content and make it easier for consumers to manage and share content in the home — and it will enable it in an open environment where their content is portable across a number of devices, not held hostage to just one company’s products.

    Magic interoperable DRM would give people all the features and capabilities they get with DRM-free media.

    At Macrovision we are willing to lead this industry effort.

    If we could get everything under our control we could make a lot of money.

    We offer to assist Apple in the issues and problems with DRM that you state in your letter. Should you desire, we would also assume responsibility for FairPlay as a part of our evolving DRM offering and enable it to interoperate across other DRMs, thus increasing consumer choice and driving commonality across devices.

    I realize Apple is never going to work with Macrovision, so I have decided to insult you and your company by insinuating that your “Thoughts on Music” open letter was an expression of frustration at technical hurdles Apple just can’t figure out on their own.

    With such an enjoyable and revolutionary experience within our grasp, we should not minimize the role that DRM can and should play in enabling the transition to electronic content distribution. Without reasonable, consistent and transparent DRM we will only delay the availability of premium content in the home.

    Without DRM we don’t have control over what people can do with their media.

    As an industry, we should not let that happen.

    As a company whose only purpose is to provide copy protection, we can’t let that happen.
  • ChuckAndBob, on 10/12/2007, -1/+43Dead on. I hate all these ***** who manipulate words to try to paint a rosie picture of crap.
    • iloveroundtable, on 10/12/2007, -25/+7Then you hate America (republican Christians), and you hate freedom (command economy based on deceitful propaganda).

      Terrorist.
    • AmazingAndrex, on 10/12/2007, -4/+8iloveroundtable, take it to myspace.
  • ArnoldTPants, on 10/12/2007, -22/+5That is hilarious. I would also like a translation for Jobs' letter. That was all ***** too.
    • koonchu, on 10/12/2007, -12/+6Nah, I'd rub away the "$" key trying to translate Jobs' letter.
    • donkeydrop, on 10/12/2007, -12/+7"Dear Governments, at Apple we make a crap-load of money from our monopolistic practices; but it's not our fault. See it's those evil content providers and their DRM that made us do it. So, how about you go after them not us. They have lots more lobbyists to bribe you, so you see everybody makes more money this way. Well, not the consumers heh heh heh, but who the hell cares if we all get ours. Right?"
  • koonchu, on 10/12/2007, -2/+16LOL. "I am high as a kite."
  • masterofNone, on 10/12/2007, -3/+17this is the best thing i've read all day. an entirely perfect reflection of macrovision's thinly veiled stance. steve jobs should send them an email with that picture of johnny cash flipping the bird with "think different" added below.
  • geekee, on 10/12/2007, -60/+2You moron's really have your heads buried in Jobs' ass. Macrovision wants to help make Apple's DRM compatible with other systems, and they'rethe bad guy here. Jobs makes up some retarded excuse to not license DRM and passes the buck, and Digg laps it up. Macrovision can solve Apple's Norwegian lawsuit problem, but Apple would rather screw consumers and blame the recording industry.
    • clackerd, on 10/12/2007, -2/+14oh god. you're in here too.
    • srg13, on 10/12/2007, -0/+30How exactly is selling DRM free music screwing customers?
    • Ryosen, on 10/12/2007, -0/+45I'm glad you asked that, srg13. Please, allow me to explain.

      You see, in a perfect world, we here at Macrovision would have exact and total control over every media device in your home. We would dictate what you can watch, when you can watch it, where you can watch it. Hell, we could even control what hours of the day during which you could watch your media. Think of it. We could help the "premium content holders" charge you an additional, (yet small, we assure you) fee to view your movies during the prime time or peak hours.

      We can't do this now and, of course, this is a huge problem, the potential ramifications of which could be absolutely devistating. You see, srg13, as of now, you're free to watch your movies any time, any where. Now, in an ideal world this wouldn't be a problem. But, you understand, there are certain, how should we put this..."unsavory" types out there that feel it is perfectly fine to break away from their responsibilities and goof off and watch a movie in the middle of the day.

      Please, srg13, consider the implications of that statement. Work not getting done. Lawns not getting mowed. Term papers not getting written. And all because someone thought it would be ok to watch "Ernest Goes to Jail" in the middle of the afternoon. We quite simply cannot allow this to happen. It would be irresponsible, nay, un-American!! to allow this type of free-form, unencumbered environment to persist any longer.

      You see, this isn't about profits or content management or artist "rights". It's about protecting the very ideals that form this great nation. It's a daunting responsibility but we feel it is our duty to rise up and accept it. For if we allow you, the consumer, to move your content from one device to another without paying for a multi-platform, Family-grade, home-site, Premium, Dear-Lord-in-Heaven-Think-of-the-Profits license, well, then, srg13.... the Terrorists have truly won.

      Good night and God Bless America.
    • IllBeBack, on 10/12/2007, -10/+2@Ryosen:
      Dammit. You had me right up until you wrote "any where" as two separate words. It's "anywhere". One word.

      Still, it was a nice attempt at a well-written comment. And very funny too.
    • weberik, on 10/12/2007, -0/+1Awesome:

      You moron's
  • shinelikeitdoes, on 10/12/2007, -3/+26i actually think the translation of this bit:

    "...we would also assume responsibility for FairPlay as a part of our evolving DRM offering..."

    reads more like:

    "every damn time we come up with a new scheme its cracked almost immediately, we would sure
    love a peek at the only successful form of DRM to date!"
  • MuteMathSSR, on 10/12/2007, -25/+2b00bs!
    • Chubbly, on 10/12/2007, -1/+13You, sir, should have your digital rights removed.
    • clackerd, on 10/12/2007, -1/+9if those are digital rights, i certainly don't want to be wrong
    • MuteMathSSR, on 10/12/2007, -3/+1Digging down boobs?... sampfag!
    • IllBeBack, on 10/12/2007, -3/+2It's because it's supposed to be BOOBIES!
    • KevyKev, on 10/12/2007, -0/+1 mutemathssr
      "b00bs!"

      Ozzy, is that you?
  • FreshPineScent, on 10/12/2007, -0/+14I think it's fair to say that much like the day-of cracking of iTunes' copy-protection, Mr. Gruber has successfully cracked the linguistic encryption of Macrovision's media spin-control. You be able to find a full DVD rip on Torrentspy within the next few hours.
  • g3r4, on 10/12/2007, -0/+21Everyone, I urge you to call Macrovison's Music and Video Technologies Section. 408-562-8400 (http://www.macrovision.com/company/locations/us/index.shtml) in response to:

    "Similarly, consumers who want to consume content on only a single device can pay less than those who want to use it across all of their entertainment areas — vacation homes, cars, different devices and remotely. Abandoning DRM now will unnecessarily doom all consumers to a “one size fits all” situation that will increase costs for many of them."

    As they are not in control of pricing for that media, how can they tell us about price drops in single use media? And while I realize that it doesn't say anything about price drops, how the world can they believe that paying multiple times for the same content can be fair, which is the only other possibility?

    I own a PC, an iPod, a Zune, soon to have a 360, and I want a CD copy. I have to pay $50-75 for one damn CD? ***** that. If anything, piracy will become more popular, which is, if I grasp the term correctly, redundant.
  • Kazrog, on 10/12/2007, -0/+14Brilliant...

    I'm looking forward to the DRM-free era.
    • Fracture98, on 10/12/2007, -0/+12There's your problem. You need to look back.
  • Backwards2, on 10/12/2007, -19/+0RUDE AND CRUDE. You people have no respect for the feelings of those you disagree with. God help those willing to speak publicly with a different opinion. The open web as a place for the free and open exchange of ideas indeed!
    • clackerd, on 10/12/2007, -0/+6cue the muted killjoy trumpet....
    • KyferEz, on 10/12/2007, -0/+12DRM is RUDE AND CRUDE. The makers have no respect and ignore the proven fact that it is detrimental to the media industry. God help all those who have bought DRM restricted music. They won't be able play it in a few years. The open web is a place for the free and open exchange of digital media to preview before you decide if it's worthy of being purchased.

      DRM protects only the labels and companies like Macrovision, and will continue to hurt consumers until it's gone.
  • N3wtR0ckn13, on 10/12/2007, -2/+12"I'm as high as a kite" LOL
  • totorototoro, on 10/12/2007, -0/+8Classic. Really, the first paragraph translation says it all.
  • bolerobell, on 10/12/2007, -0/+22This quote seems particularly appropos to the discussion:

    "It is difficult to get a man to understand something when his job depends on not understanding it."
    -Upton Sinclair

    Fred Amoroso has a financial interest in NOT understanding how a non-DRMed world would operate, therefore he will not.
  • consonance, on 10/12/2007, -0/+4Looking at crap through rose-colored glasses only makes the crap look less brown.
  • stisev, on 10/12/2007, -0/+3This guy is brilliant
  • kingyubba, on 10/12/2007, -1/+18wow. when i translated Macrovision's letter i got this:

    "money, money, money, money.
    - signed an asshat"

  • jmzook, on 10/12/2007, -0/+10Dear Macrovision

    Feel free to @#$% yourself in the @** with a rusty butterknife.
  • BigBadger, on 10/12/2007, -1/+2This is good, since reading the original seemed to give me a mild stroke, and I'd end up hitting my head on the nearest *****.

    ***** yourself hard, Macrovision.
  • TimorousMe, on 10/12/2007, -1/+1"As a company whose only purpose is to provide copy protection, we can’t let that happen."

    Not a correct statement. Macrovision also owns the market for installers. They own InstallShield and InstallAnywhere.
  • othelios, on 10/12/2007, -1/+0DRM - helps make the rich get 'richer' and keeps the powerful in power
  • joshualindquist, on 10/12/2007, -0/+2The irony of it all? DRM and it's frustrating, restrictive limitations converts legitimate consumers to piracy.

    When has the actual user experience (not cost factor) been higher for a pirate than a paying customer? I can't think of many scenarios where this has bee true in the past. Why should it ever be? The record companies are banking that we're all sadists that like to pay to be punished, and it's a pretty big wager that we're all just going to herd together and follow suit. Not me.
  • yakoff, on 10/12/2007, -0/+1Perfect.
  •  

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