I am so mixed about this. In principle, this is a terrible idea, and I share many of the concerns in this thread -- I am not a fan of DRM. But as a consumer/end-user, I'd much prefer a standard DRM over Flash/Silverlight any day of the week.

The real question is how we get rid of DRM in the long term. Piracy isn't going away. Hopefully content owners will one day realize the economic cost of implementing DRM isn't worth its return, and only serves to alienate paying customers. I imagine it might take some years for them to realize this however.