surfingmarmot writes "An HBO executive has figured out the problem with DRM acceptance — it's the name. HBO's chief technology officer Bob Zitter now wants to refer to the technology as Digital Consumer Enablement. Because, you see, DRM actually helps consumers by getting more content into their hands. The company already has HD movies on demand ready to go, but is delaying them because of ownership concerns. Says Zitter, 'Digital Consumer Enablement would more accurately describe technology that allows consumers "to use content in ways they haven't before," such as enjoying TV shows and movies on portable video players like iPods. "I don't want to use the term DRM any longer," said Zitter, who added that content-protection technology could enable various new applications for cable operators.'"