The entertainment industry has been warring for years to combat computers and the Internet to copy and transmit music and movies. The biggest winner has been consumers who pay very little or nothing to get their favorite movies due largely to the Internet sector's innovations. There are over 12,000 cases with the entertainment industry suing individual users. Recently, The U.S. Supreme Court ruled in favor of copyright holders and against two companies that distribute peer-to-peer (P2P) software, which allows users to share files online with others. Tens of millions of Internet users regularly use P2P to exchange music and, to a lesser extent, films. It seems that with continuous technology introduction, free downloads will continue to increase. The real challenge for content providers is to use new technology to create value for customers and to make those who fail to use legitimate content feel bad about it. Do you think entertainment companies should craft ways to use innovative technology to realize their wares in ways that will also allow copyright to be protected? Since the Internet has no virtual borders, what should entertainment companies do to secure their global market, especially in those countries that have weak intellectual property protection?