John Gruber, on NBC's decision to ditch Apple and go with Amazon for video content:

... if an honest customer has to even think about the rules, your DRM system is odiously restrictive.

This is true. DRM should blend in, so much that it's hardly noticed. This is how Apple has done it with iTunes.

To be fair, I have occasionally noticed iTunes restrictions, but this is very rare, and hardly limits my ability to share and listen to music.

NBC has it backwards. Instead of thinking about it's viewers first, they are thinking of DRM first, and how they can apply the heaviest choke-hold on customers. And truthfully, Unbox's restrictions are just as bad as iTunes (or worse).

Let it be know that I am not favoring Apple over Amazon for video content. In fact, I support all video services, including Amazon Unbox, which I may someday use regularly.

It's just that this situation has shed light on big corporations and their limited knowledge/foresight regarding DRM.