That IPR is an interesting blockchain/DLT use case is well known, what is perhaps not that well known is that Google does not like permissionless blockchain solutions as it would disrupt their conceptually centralized platform model. A few years ago there was a start-up planning such a solution for handling IPR related to music, but the copyrights holders or rather their national governance agencies did not want to enlist their IPR through this system, possibly because a transparent automatic system would have replaced these governing bodies and their armies of lawyers. Hopefully the @European Commission will fund a standardization effort regarding IPR and a permissionless blockchain solution to solve the issue described in the article. The worst case scenario is that Google pushes its own ContentID solution on everyone and charges a percentage to perform the billing. This is a much larger issue than what is presented by the CEO.