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I would like to know how they plan to get Firefox and Chrome to support that. As free software, adding such functionality would be moot, as it can be trivially by-passed.

Or do they want to ignore about 80% of Internet users?

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Well, Google could probably add it to Chrome. Chromium users, however, wouldn't get it. They already do this with the proprietary PDF viewer [1]

[1] http://googlesystem.blogspot.com/2010/08/google-chromes-pdf-...

I can see the future: a BBC iPlayer which only supports a few specific web browsers. And the masses will happily "upgrade". All PC manufacturers will ship browsers that support DRM out of the box. (The users want their software to Just Work, after all).

iPlayer already only supports a few specific web browsers that have particular proprietary plugins installed.

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