I recently saw this come across the wire, and wondered what the community thought of it...

From Neuros...

In response to the branded, proprietary DRM schemes like Microsoft's
"plays for sure" and Apple's "FairPlay," Neuros has created an
"Unlocked" Media trademark to promote the concept of open standard
DRM-Free files that can be stored and played anywhere.

http://unlocked.neurostechnology.com

We hope that other organizations (community and for profit) will adopt
this mark for products that generate such files (or stores that sell
such files), and create a grass roots movement in support of unlocked
files and put consumers back in control of their media.

So, my question... How big a deal is DRM to you? What do you think of this Neuros article? What has been your experience with digital rights management ... especially as it relates to different tech like iTunes, WMP, etc?