Well, it certainly doesn't mean buying intentionally damaged media that won't play on the media player you got for your birthday. Nor does it mean trekking down to some giant store to buy a gift card that you have to take back home to redeem online for one of the 37 titles made available through this genius campaign.

This video from DigitalFreedom.org featuring Middle Distance Runner gives an example of what the landscape could look like for emerging artists in today's increasingly digital consumer society: