Law of the Game on Joystiq: Used to be Fair
Each week Mark Methenitis contributes Law of the Game on Joystiq, a column on legal issues as they relate to video games:

Based on the comments to the last few copyright-oriented columns, it seems like everyone wants to talk about fair use. In fact, fair use is one of the most misunderstood aspects of intellectual property law, even though it's popular to play the "fair use" card in response to alleged infringement. Much of the confusion stems from the fact that there are different fair uses of copyrights and trademarks; still, other confusion stems from the fact that many of the tests for what qualifies as fair use are not terribly clear -- but I'll be clearing much of this up for you today ... hopefully.
For the most part, trademark fair use is far simpler to understand than copyright fair use, so trademarks will be our first stop. Simply put, it is fair to use a trademark nominatively or for identification. That means if you re-sell a BMW, you are allowed to refer to it as a BMW. If you're writing a book or game dialog, you are allowed to refer to brand names. You are also allowed to refer to brand names in comparative advertising too; for example: "Our console has more games than the PlayStation 3!" or "Our hardware is more powerful than the Nintendo Wii!" or "Our system is more fun than the Xbox360!" Now that I've angered all the fanboys, that's pretty much the entire universe of trademark fair use. Copyright fair use, on the other hand, is far more complicated.
Copyright Fair Use stems from Section 107 of Title 17 to the US Code. To summarize the complete text, what would ordinarily be infringement when done for "criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research" is not infringement. However, these are not hard line rules, as the determination of infringement depends on: the purpose or character of the use, the nature of the work, the amount of copying, and the effect on the market. Of course, this is a fairly ambiguous standard and was drafted to accomplish that goal: ambiguity. Why? So that the fair use rules could be adapted as technology and media moved forward.
Of course, 17 USC 107 doesn't represent the complete picture. The Digital Millennium Copyright Act added the so-called "anti-circumvention" provisions, which limited the "fair use" of technology to circumvent copy prevention systems to a list managed by the Library of Congress. That list is updated on a three year cycle, with the next update slated for 2009. The other major part of the fair use picture is the case law, the most famous of which is likely the "Betamax Case" from 1984, which made home recording of television broadcasts a "fair use," so long as it was for personal use only. The newer entrant to the picture is the "Creative Commons" concept. Basically, if you create something, you can opt to have it protected under creative commons rather than under traditional copyright. CC licensing has its own rules, but in general, it's less restrictive on those using the work than traditional copyright. Of course, it is also customizable with respect to a number of rights, so use of CC material needs to be done per the author's chosen rules.
Needless to say, there is a lot of material on fair use, and there is, unfortunately, a lot of misinformation floating around about the concept. It's actually so deep an issue that I really can't provide an end-all, be-all description in one, or even one hundred columns. Instead, I will try to lay down a few ground rules to keep in mind about fair use, and then address some of the bigger myths with respect to certain scenarios that generally result in a "fair use" discussion. When dealing with any material, it is important to keep the following rules in mind:
Misconception 1
Since the NES is obsolete, I can download ROMs of the games as fair use. It's even in the DMCA!
This is, despite the wishes of many people, dead wrong. If you look to the Digital Millennium Copyright Act's exceptions, as put out by the Library of Congress, the exception in question reads:
"Computer programs and video games distributed in formats that have become obsolete and that require the original media or hardware as a condition of access, when circumvention is accomplished for the purpose of preservation or archival reproduction of published digital works by a library or archive. A format shall be considered obsolete if the machine or system necessary to render perceptible a work stored in that format is no longer manufactured or is no longer reasonably available in the commercial marketplace."
I've bolded two portions of the rule. First, circumventing copy protection technology (i.e., the NES cartridge) is only valid for libraries or archives for the purpose of preservation. Second, that use is limited to when the system is no longer reasonably available. Given that you can get an NES on eBay for a few dollars, this provision isn't yet applicable to NES games. Even if it were, the average user wouldn't be considered a "library or archive" by the courts.
Misconception 2
If my machinima is a parody, then it's completely fair use.
The finer points of machinima intellectual property are enough for a column in and of themselves. Because there are so many varied elements to a machinima, it's difficult to determine whether any particular machinima is truly a "fair use." As a general rule, it's far safer to operate under a license or under the rules set out by the developer. Even Red vs. Blue, which is arguably a pure satire/parody of the Halo series, operates under a license rather than trying to point to fair use.
Misconception 3
Posting videos of a video game on YouTube is a fair use.
Remember that fair use is limited to the uses and subject to the analysis I summarized a few paragraphs ago. In this case, not all videos on YouTube would be fair use. For example, if I posted a 5 minute clip of dialog from a game in order to criticize the dialog from a literary perspective, that would more likely be fair use since it would be for one of the stated purposes, the amount of the copying is minimal, and the impact on the market isn't likely to be much. In fact, a video showing a glitch may be much the same, as it's generally a criticism of the work. On the other hand, posting a video revealing a major plot point or showing a substantial portion of the game with little other purpose wouldn't likely be seen as fair use. Another common point is speed runs. They don't really affect the market for the game, even though the copying is pretty substantial. Should that issue ever go to trial, the critical point may be whether the use falls into that list, which really could be argued different ways.
Of course, there are still a lot of areas of fair use that haven't been definitively determined. For example, while most people would assume it's a fair use to copy a CD you bought in a store to your computer and/or MP3 player, that point is undecided. In fact, even the RIAA has both acknowledged and then denied this is a fair use. As I said at the outset of this column, fair use is a complicated topic, and I could probably write a whole series of columns on fair use alone. Hopefully, this has given you some basic understanding of the fair use concept, its origins, and its ultimate application to some of the copyrights you encounter in your daily gaming lives.
Mark Methenitis is the Editor in Chief of the Law of the Game blog, which discusses legal issues in video games. Mr. Methenitis is also a licensed attorney in the state of Texas with The Vernon Law Group, PLLC and a member of the Texas Bar Assoc., American Bar Assoc., and the International Game Developers Assoc. Opinions expressed in this column are his own. Reach him at: lawofthegame [AAT] gmail [DAWT] com.
The content of this blog article is not legal advice. It only constitutes commentary on legal issues, and is for educational and informational purposes only. Reading this blog, replying to its posts, or any other interaction on this site does not create an attorney-client privilege between you and the author. The opinions expressed on this site are not the opinions of AOL LLC., Weblogs, Inc., Joystiq.com, or The Vernon Law Group, PLLC. As with any legal issue that may confront you in a particular situation, you should always consult a qualified attorney familiar with the laws in your state.

For the most part, trademark fair use is far simpler to understand than copyright fair use, so trademarks will be our first stop. Simply put, it is fair to use a trademark nominatively or for identification. That means if you re-sell a BMW, you are allowed to refer to it as a BMW. If you're writing a book or game dialog, you are allowed to refer to brand names. You are also allowed to refer to brand names in comparative advertising too; for example: "Our console has more games than the PlayStation 3!" or "Our hardware is more powerful than the Nintendo Wii!" or "Our system is more fun than the Xbox360!" Now that I've angered all the fanboys, that's pretty much the entire universe of trademark fair use. Copyright fair use, on the other hand, is far more complicated.
Copyright Fair Use stems from Section 107 of Title 17 to the US Code. To summarize the complete text, what would ordinarily be infringement when done for "criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research" is not infringement. However, these are not hard line rules, as the determination of infringement depends on: the purpose or character of the use, the nature of the work, the amount of copying, and the effect on the market. Of course, this is a fairly ambiguous standard and was drafted to accomplish that goal: ambiguity. Why? So that the fair use rules could be adapted as technology and media moved forward.
"Rule #3: Just because something is on the internet doesn't mean it's fair game." |
Of course, 17 USC 107 doesn't represent the complete picture. The Digital Millennium Copyright Act added the so-called "anti-circumvention" provisions, which limited the "fair use" of technology to circumvent copy prevention systems to a list managed by the Library of Congress. That list is updated on a three year cycle, with the next update slated for 2009. The other major part of the fair use picture is the case law, the most famous of which is likely the "Betamax Case" from 1984, which made home recording of television broadcasts a "fair use," so long as it was for personal use only. The newer entrant to the picture is the "Creative Commons" concept. Basically, if you create something, you can opt to have it protected under creative commons rather than under traditional copyright. CC licensing has its own rules, but in general, it's less restrictive on those using the work than traditional copyright. Of course, it is also customizable with respect to a number of rights, so use of CC material needs to be done per the author's chosen rules.
Needless to say, there is a lot of material on fair use, and there is, unfortunately, a lot of misinformation floating around about the concept. It's actually so deep an issue that I really can't provide an end-all, be-all description in one, or even one hundred columns. Instead, I will try to lay down a few ground rules to keep in mind about fair use, and then address some of the bigger myths with respect to certain scenarios that generally result in a "fair use" discussion. When dealing with any material, it is important to keep the following rules in mind:
- Assume everything is copyrighted unless explicitly stated otherwise. Everything created in the US after April 1, 1989 is automatically copyrighted by virtue of the Berne Convention, and many other countries also subscribe to this philosophy. It's far safer to assume anything you run across is copyrighted unless it says otherwise.
- You don't have to charge for something to be infringing. A lot of people assume if they distribute whatever their infringing use is for free that it isn't an infringement. That's simply not the case. Whether it's free on YouTube or sold on DVD, an infringing recording is still an infringing recording.
- Just because something is on the internet does not mean it's fair game. Publishing online is no different, in a copyright context, than publishing in a more traditional "print" medium. Online content is protected by copyright. The assumption that everything on the internet is public domain is simply incorrect.
- Simply acknowledging the source does not make the use fair. Fair use only applies in the circumstances roughly outlined by 17 USC 107. If what you're doing is a far cry from that outline, I would be wary of trying to claim fair use.
- Fair use is a legitimate defense against infringement when it is used properly. If you are truly exercising a fair use, be that for a parody or a criticism or a news report, then you really do have a protection from a copyright holder. The problem generally arises from the use of a fair use defense when the activity doesn't actually fall into the fair use realm. If you're worried about fair use, it may be in your best interest to consult an attorney.
Misconception 1
Since the NES is obsolete, I can download ROMs of the games as fair use. It's even in the DMCA!
This is, despite the wishes of many people, dead wrong. If you look to the Digital Millennium Copyright Act's exceptions, as put out by the Library of Congress, the exception in question reads:
"Computer programs and video games distributed in formats that have become obsolete and that require the original media or hardware as a condition of access, when circumvention is accomplished for the purpose of preservation or archival reproduction of published digital works by a library or archive. A format shall be considered obsolete if the machine or system necessary to render perceptible a work stored in that format is no longer manufactured or is no longer reasonably available in the commercial marketplace."
I've bolded two portions of the rule. First, circumventing copy protection technology (i.e., the NES cartridge) is only valid for libraries or archives for the purpose of preservation. Second, that use is limited to when the system is no longer reasonably available. Given that you can get an NES on eBay for a few dollars, this provision isn't yet applicable to NES games. Even if it were, the average user wouldn't be considered a "library or archive" by the courts.
Misconception 2
If my machinima is a parody, then it's completely fair use.
The finer points of machinima intellectual property are enough for a column in and of themselves. Because there are so many varied elements to a machinima, it's difficult to determine whether any particular machinima is truly a "fair use." As a general rule, it's far safer to operate under a license or under the rules set out by the developer. Even Red vs. Blue, which is arguably a pure satire/parody of the Halo series, operates under a license rather than trying to point to fair use.
Misconception 3
Posting videos of a video game on YouTube is a fair use.
Remember that fair use is limited to the uses and subject to the analysis I summarized a few paragraphs ago. In this case, not all videos on YouTube would be fair use. For example, if I posted a 5 minute clip of dialog from a game in order to criticize the dialog from a literary perspective, that would more likely be fair use since it would be for one of the stated purposes, the amount of the copying is minimal, and the impact on the market isn't likely to be much. In fact, a video showing a glitch may be much the same, as it's generally a criticism of the work. On the other hand, posting a video revealing a major plot point or showing a substantial portion of the game with little other purpose wouldn't likely be seen as fair use. Another common point is speed runs. They don't really affect the market for the game, even though the copying is pretty substantial. Should that issue ever go to trial, the critical point may be whether the use falls into that list, which really could be argued different ways.
Of course, there are still a lot of areas of fair use that haven't been definitively determined. For example, while most people would assume it's a fair use to copy a CD you bought in a store to your computer and/or MP3 player, that point is undecided. In fact, even the RIAA has both acknowledged and then denied this is a fair use. As I said at the outset of this column, fair use is a complicated topic, and I could probably write a whole series of columns on fair use alone. Hopefully, this has given you some basic understanding of the fair use concept, its origins, and its ultimate application to some of the copyrights you encounter in your daily gaming lives.
Mark Methenitis is the Editor in Chief of the Law of the Game blog, which discusses legal issues in video games. Mr. Methenitis is also a licensed attorney in the state of Texas with The Vernon Law Group, PLLC and a member of the Texas Bar Assoc., American Bar Assoc., and the International Game Developers Assoc. Opinions expressed in this column are his own. Reach him at: lawofthegame [AAT] gmail [DAWT] com.
The content of this blog article is not legal advice. It only constitutes commentary on legal issues, and is for educational and informational purposes only. Reading this blog, replying to its posts, or any other interaction on this site does not create an attorney-client privilege between you and the author. The opinions expressed on this site are not the opinions of AOL LLC., Weblogs, Inc., Joystiq.com, or The Vernon Law Group, PLLC. As with any legal issue that may confront you in a particular situation, you should always consult a qualified attorney familiar with the laws in your state.










Reader Comments (Page 1 of 1)
ChuckD @ May 22nd 2008 2:00PM
This is an awesome article. How did it wind up on Joystiq? *zing*
Chase @ May 22nd 2008 5:02PM
Also, who is this Mark Methenitis guy?
Delgado @ May 22nd 2008 2:14PM
Interesting thing about Fair Use is that it is more of a "get out of jail free" card. Technically, no matter WHAT you are still infringing on copyrighted works even if the subject is within fair use. Its pretty much a "you're infringing on our material but we can't prosecute you" sort of thing.
I took a class on it earlier this year, and its a stupid distinction but one that comes up fairly frequently in court cases.
brokenscope @ May 22nd 2008 3:10PM
Actually not its not, fair use, when it was initially written was a "Limitation on Exclusivity" that a copyright granted.
Sam @ May 22nd 2008 3:55PM
I really hate it when people say "Actually, Not" and in a campaign to prevent it's further use I have been punching anyone who says it, unfortunately your are in the Internets, and you have broken my other monitor :(
that is all.
4.5 @ May 22nd 2008 2:15PM
I still think it's stupid that the main video game association (I can't think of the name right now for some reason) goes after people for downloading Dreamcast games. Why waste their time doing that when they could go after piracy that is actually effecting developers?
brokenscope @ May 22nd 2008 2:20PM
I was going to read the article, then try to post something insightful...
But the Goatse hands sticker in the middle of the pic kinda stopped that dream in its tracks.
For some reason that was worse than the actual picture.
Delgado @ May 22nd 2008 2:29PM
No way in hell was that worse than the actual picture. Go look it up again and remind yourself why few things are actually worse.
brokenscope @ May 22nd 2008 2:41PM
Let me restate that then, I'm jaded enough that the actual image no longer bothers me. However that someone drew a version of it with an apple in it disturbs me.
Warlord @ May 22nd 2008 2:28PM
I really don't consider the NES to be "commercially" available, if the only way to get it is a trade from one consumer to another (ebay).
Since no retail store carries a retail package, is it no longer available "commercially"?
NoHitHair @ May 22nd 2008 2:55PM
What I surmised from this article is how blatantly arbitrary "fair use" is. "Commercially" available is difficult to determine simply because if we're including eBay and general reselling as an aspect of the definition, then that virtually makes every single game on the planet indefinitely protected. There will always be resale for 99.9% of products.
The DMCA is very poorly written as its exception clause -- "...for the purpose of preservation or archival reproduction of published digital works by a library or archive." -- could easily be applied to anyone at all. If I download a ROM and keep it, couldn't that similarly be applied to my archiving and preserving it?
What I wish Mr. Methenitis pointed out in his article is the most important aspect of all of this: if a company is willing to sue you for it, then you probably can't get away with it. If you stay under the radar, no one will care that you're violating the DMCA or any other copyrights or trademarks. That's really the bottom line.
Warlord @ May 22nd 2008 3:16PM
Is there one instance of a game developer still getting revenue from an NES game? Are the developers getting income from sales of their cartridges? Since all trading of the product now are between consumers, there is not any money being given to the copyright holder. If there is no possible way to make money, as the copyright holder, from the product now (short of re-opening manufacturing), doesn't it make sense that it is not really "commercially" available and can thus be digitally stored?
From the sound of the DMCA it's only to archive that digital copies of a program are allowed. Even assuming all physical copies of the NES system were destroyed, it's doubtful that NES ROMS would ever become condoned, legit use.
Dracard @ May 22nd 2008 2:44PM
I don't quite understand misconception number two. Does it mean you need to get permission/license anytime you make a video using a game/game engine, even if it is not for profit?
NoHitHair @ May 22nd 2008 3:04PM
It's a better safe than sorry scenario. You can risk not obtaining permission from the copyright holder in respect to the right to parody but if it is even seen as a potential income loss to the originator then they may sue.
The intent behind these copyright protections is to ensure maximum revenue related to the copyright for the holder. If those revenues are adversely affected or if the one parodying is generating income that otherwise would have landed in the hands of the copyright holder, the one holding the copyright could pursue legal avenues.
The creators of Red vs. Blue makes money through DVD sales, online advertisement, public appearances, etc. on the backs of Halo. It's a very smart move of them to have it licensed beforehand. But it could be argued that they already don't impinge on any sales of Halo and in fact, likely assist in generating them.
Warlord @ May 22nd 2008 3:20PM
Can it be argued, then, that anything that provides a net income for the copyright owner itself is protected under the free use? If the creators of red vs blue never lisenced from bungie, made thousands of dollars from dvd sales and site advertisements, but overall caused at least one more game sale for the copyright owner, they have nothing they can persue against you, can they?
Dracard @ May 22nd 2008 4:19PM
Is it all moot if you're doing it for free, though?
Skwiddly @ May 22nd 2008 3:18PM
Great article. I am an attorney also and I find it funny how often the "fair use" argument pops up, and is used incorrectly. I think that the DMCA is ripe for challenges on several issues, but most people just don't seem to understand that just because you are not making money from something it does not mean that you are legally copying it. I love explaining to people that even if you own a cd, it may be illegal to download a copy of the CD off of the internet. People just don't want to listen.
chispito @ May 22nd 2008 3:48PM
You don't need to explain that to me. But you also are never going to convince me that it is wrong, especially if my original CD has become unplayable.
I know lawyers make a living out of arbitrary distinctions, but everybody else thinks it's pretty stupid.
JMARR @ May 22nd 2008 4:12PM
doesn't make sense...
so if I legally own a music CD and I turn that CD into mp3files that's ok. but if I legally own a music CD and I download the mp3's from the internet, that's illegal?
you must be able to see the foolishness of that
JMARR @ May 22nd 2008 4:55PM
sorry for another post on this but I just realized what you're saying with this one:
>> I love explaining to people that even if you own a cd, it may be illegal to download a copy of the CD off of the internet. People just don't want to listen.
first of all, you "love explaining this to people"? so lawyers really are masochists?
secondly, by your own words (and lawyers are supposed to be really exact with words, right?) you say "MAY be illegal to download". so you don't even know for sure yet you love telling people that AND you claim people don't want to listen?
no wonder nobody like lawyers...
Mr.ESC @ May 22nd 2008 3:33PM
Um before anythitng Am I the only one that notice the "Goatse" in the picture?
brokenscope @ May 22nd 2008 3:42PM
Nope i saw it too.
Chase @ May 22nd 2008 5:05PM
I, unfortunately, recognized it at first glance.
emagius @ May 22nd 2008 3:37PM
Re: Downloading ROMs.
First, circumventing copy protection technology (i.e., the NES cartridge) is only valid for libraries or archives for the purpose of preservation. Second, that use is limited to when the system is no longer reasonably available. Given that you can get an NES on eBay for a few dollars, this provision isn't yet applicable to NES games. Even if it were, the average user wouldn't be considered a "library or archive" by the courts
More importantly, the exception only applies to circumventing copy-protection technology, not to circumventing copyright. All this exception allows one to do, at most, is copy ones' own games from cartridge/disk to another medium/format without suffering prosecution under the DMCA.
emagius @ May 22nd 2008 3:38PM
The first paragraph ("First, circumventing...") should be in quotes. Sorry about that.
Sean @ May 22nd 2008 4:08PM
The DMCA also has a compatibility exemption. i.e. you can reverse engineer an NES game if you plan to make an NES emulator.
Mr Khan @ May 22nd 2008 5:47PM
I still say it needs to be fixed. Fair use should revolve purely around money. If money is somehow being lost through use, then it is illegal
Like the whole series of SWAT Kats that i torrented a month back. Fair Use law would call it illegal, since the series is currently being shown on Boomerang at 12:30 EST. However, my Cable provider does not support Boomerang in any way, and i've yet to find a provider in my region who does. Thus; there is no way i could view the content through legitimate channels
It's like someone living in Zimbabwe pirating 360 games. 360 isn't offered in that region and probably never will be, so where's the loss?
NoHitHair @ May 22nd 2008 6:24PM
The loss is the potential. Copyright law protects assets that MAY become profitable one day at the behest of the copyright holder.
Your example with Zimbabwe is an excellent one - what if Microsoft decided a couple years down the road to release the 360 in that country? Then the current pirating that exists would hamper the future potential profits of that system.
Velops @ May 22nd 2008 8:02PM
Money isn't the only issued involved. People also want to protect the integrity of their hard work.
Sprite webcomics are a prime example. If you had poured your blood sweat and tears into creating a videogame, would you be happy if someone used all your sprites for a crappy webcomic? This leads directly into complex issue of fair use for parody.
NoHitHair @ May 23rd 2008 3:29AM
Money is why laws are written. While you're right to say protecting one's creative efforts plays a part in copyright, it's a brief choral role at best in a vast and lengthy capitalist musical where companies are the leads.
As stated earlier, it comes down to how much impact one has financially in use of the copyright. Square Enix would never care that Joe Peeboy writes Terra/Squall fanfiction in his basement. They DO care if it becomes lucrative.
JMARR @ May 22nd 2008 6:27PM
you forgot one of the scenarios that is often falsely called "piracy" by the industry when it clearly falls under Fair Use:
if I purchase a game (or app) legitimately and then use a crack to circumvent annoying protection (or to simply stop the requirement for the game DVD to be in my drive while playing) I am not committing piracy. I understand that the DMCA might suggest otherwise but that just goes to show how broken the DMCA is - it's meant to stop piracy by outlawing circumvention but the 2 are not mutually exclusive - it's like outlawing breathing to prevent smoking.
also, you mentioned that distribution of copyrighted material is still illegal even if you get nothing out of it. this is true but it wasn't always true - rather, it was still illegal but you couldn't get in trouble for doing it if there was no personal gain. when the recording industry realized that their greed wasn't sufficient against robin-hood-types, this changed. remember, robin hood is considered a hero, not a pirate.
Velops @ May 22nd 2008 8:33PM
Your bias against the recording industry is blinding you to what really happened. The situation was not a battle between good and evil as you imply. Record companies went on a witch hunt more from fear rather than greed. They were afraid that their entire industry was on the verge of collapse. Would you simply sit back and relax if you believed that your livelihood was at stake?
There are two sides to every story. Looking at the world in black and white led to the Iraq War.
JMARR @ May 22nd 2008 9:12PM
50% of your post is you judging me and the other 50% is your opinion. when i made the robin hood comparison I was actually thinking more about warez than mp3's but the same basic point still applies for those who aren't doing it for personal gain - the point was not good Vs. evil though I understand how you could have read it that way. but think about it, if they aren't doing it for personal gain, why ARE they doing it? Also, the underlying point of my post was say it's not a black&white issue, so i agree with you though your attack was misdirected.
t_m @ May 22nd 2008 11:30PM
Good article.. Though what it mainly does is point out the absurdities in the current system.
As the purpose of copyright is to protect commercial interests, it would seem much more sensible to tie "fair use" to whether it impact commercial interests. (with an exception for criticism).
Speed runs, clips, screenshots, etc.. all have no impact of the seller. In cases where there is a media change, limited sections are displayed, and they are for documentary and comment purposes, with no commercial transactions, it should be up to the copyright holder to show that it has some form of negatice impact on them.
Christian @ May 23rd 2008 8:57AM
I felt the article was a bit inaccurate when it talked about CC licensing. CC licensing is not something different than 'copyright', it is simply a set of licenses, who all base their validity on the existence of copyright, to grant certain rights to the content in question. CC licenses solve some important issues in this online world and if more people (like Joystiq for instance) where to adopt them for their content it would help make the licensing on the content out there in line with how most internet sites and users actually consume it.