I disagree. They notice as soon as they try to share their songs with their spouses or kids or when they try to use them as background music for a slideshow or home video.I don't think the DRM issue is as big as many of us on message boards make it; most people in the general public aren't familiar and DRM encoded tracks fit their needs just fine. As long as they can easily access it in iTunes and get it on their iPod (not Zune, Sansa, et al.) they'll bop along on their merry way.