I wrote yesterday about efforts by AACS LA, the entity that controls the AACS copy protection system used in HD-DVD and Blu-ray discs, to stop people from republishing a sixteen-byte cryptographic key that can unlock most existing discs. Much of the action took place at Digg, a site that aggregates Web page recommendations from many people. (At Digg, you can recommend pages on the Web that you find interesting, and Digg will show you the most-recommended pages in various categories.
Digg had received a demand letter from AACS LA, asking Digg to take down links to sites containing the key. After consulting with lawyers, Digg complied, and Digg’s administrators started canceling entries on the site.
Then Digg’s users revolted. As word got around about what Digg was doing, users launched a deluge of submissions to Digg, all mentioning or linking to the key. Digg’s administrators tried to keep up, but submissions showed up faster than the administrators could cancel them. For a while yesterday, the entire front page of Digg – the “hottest” pages according to Digg’s algorithms – consisted of links to the AACS key.
Last night, Digg capitulated to its users. Digg promised to stop removing links to the key, and Digg founder Kevin Rose even posted the key to the site himself. Rose wrote on Digg’s official blog,
But now, after seeing hundreds of stories and reading thousands of comments, you’ve made it clear. You’d rather see Digg go down fighting than bow down to a bigger company. We hear you, and effective immediately we won’t delete stories or comments containing the code and will deal with whatever the consequences might be.
If we lose, then what the hell, at least we died trying.
This is a remarkable event. Critics of Web 2.0 technologies like Digg often say that users are being exploited, that the “communities” on these sites are shams and the company running the site is really in control. Here, the Digg company found that it doesn’t entirely control the Digg site – if users want something on the site badly enough, they can put it there. If Digg wasn’t going to shut down entirely (or become clogged with postings of the key), it had no choice but to acquiesce and allow links to the key. But Digg went beyond acquiescence, siding with its users against AACS LA, by posting the key itself and practically inviting a lawsuit from AACS LA.
Digg’s motive here probably has more to do with profit and market share than with truth, justice, and the American way. It’s not a coincidence that Digg’s newly discovered values coincide with the desires of its users. Still, the important fact is that users could bend Digg to their will. It turns out that the “government” of Digg’s community gets its power from the consent of the governed. Users of other Web 2.0 sites will surely take note.