Businessweek is running an interview with Paul Kocher of Cryptography Research about the work he's doing to offer the entertainment industry a way to track down pirates, without violating anyone's privacy. His plan is to put some code into the content itself that identifies where it was created, so that if someone is caught infringing then the material can be traced back to where it originated from. I'm a bit skeptical, even if Kocher does have a track record (he created SSL). Without knowing many of the details (and the article doesn't provide too many), I can think of plenty of ways that this could be defeated or lead to even greater scams, where people try to pin the blame for distributed content on other, innocent, victims.
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