As technology and even moreso, pirate technology allows us to circumvent copyright and public access barriers, people will be able to not only "look behind the label" but to tear that label off and grab what they want more and more.
On-demand video from Netflix is a good example of further retention-as-convenience schemes that play to us lazy types who always choose the path of least resistance.
The DIYers customize their PCs and Macs, iPhones and Blackberries and go do what they want with only needing little nudges from the cult of "what's now possible."
As a charter member of that cult, I often see that the mass public is still quite slow to taking such forward DIY action and that ease of use, lack of resistance is still the major key.
But under our noses, the rules are changing and before we know it, we'll all adopt a new shift in ownership, from media content to the firms we invest, save and spend with to our own communities and governments. Not actively, but under our noses, the rules are shifting.
Marketers, take a lesson from this. "New" weighs less in real value than "easy". Advances are for the fleet and free. The sedentary of motion, thought and energy want it handed to them for an easy price and with no necessary instructions.
And even the masses will own--whether they notice it or not.
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