Marcus Plummer, from Cardiff, was one of the first to take advantage of this expertise back in 2001 when he called on Win to help develop his wooden floor draught excluder system - Stopgap.

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But he was working on similar systems several years before that: His first gig was in 2003 to develop an inventory control system for KCD Public Relations that would help track designer samples sent to magazines, stylists, models and celebrities.

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In the post-season his teams underachieved when opponents could develop strategies to counter this hyperactive system over the course of a playoff series.

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Hammering the irony home, the solution he proposed -- a "technology summit" of academics, tech companies, and content producers to develop a workable DRM system -- is exactly the sort of wasted effort Steve-O lambasted in his open letter.

ENGADGET: MPAA says it's committed to fair use, interoperability, and, uh, DRM