Macrovision has designed a new technology, with the focus being to eliminate almost all DVD piracy, called RipGuard. When implemented, RipGuard stops a DVD from being copied in an unauthorized fashion. The way that it works is simple - 97% of DVD ripping programs use DeCSS to rip a flawless digital copy. Macrovision RipGuard technology will simply crash any program that attempts to copy a DVD using DeCSS.
More details on Macrovision's site.
RipGuard is not a 100% protection against DVD copying. See this report.
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