The recent example of this was the clip from Mad Men about the carousel (if you haven't seen it, look it up). Uploaded by an ordinary user but AMC left it up and instead collected on the ad revenue.
So the tech isn't just being used to prevent any clips from reaching the web - it is actually enabling copyrighted content to be shared and quoted on the web with a sustainable business model - a whole point that Jeff missed.
The Economist wrote about this a while ago.