They always have been trying to push it.
They figure it's the only way that they could get computers and commercial multimedia to play realy well together.
The RIAA-type guys are used to having lots of control, there whole business model revolves around marketing and controlling products.
For example look at the "Top 20" type mentality with music. They plan ahead on what albums and what artists will provide the most record sales. They say "So and so artist is projected to sell 10million records on the next album" so then they devote as much resources as they think are nessicary to try to reach this projection. Plan out airplay times and time slots for playing music. They will do different mixes for different types of radio stations. For instance if they want to play a song on a 'hard rock" type station they will emphisise the guitars and drums. The same song on a pop radio station may amplify the lyrics cleanly and maybe add a little digital/synth sounds into the mix, while on a soft rock station they may decide to soften the sound and maybe even eliminate a guitar solo and add some chimes.
Whatever they think will make it most appealing to the target audiance. And that's just a average rock band. That's why sometimes you buy a album the songs on the radio may sound quite a bit different then the songs on the album.
They do the same thing with every movies, and now it's getting more and more popular to do with games. (like let the stores have lots of copies of games, but not allow them to sell it until a certain date so that they can get a media add campaign going and sell as many as possible as quickly as possible and get as much hype going as possible.)
So these types of corporate entertainment guys are control freaks. (one of the main reason music/movies have gone down the f-ing tubes, IMO) The only people that can stand up to them and still have significant impact is places like walmart that are using their massive size and control over their stores to try to force the music industry to get album prices down to sane levels.
That's how they are used to it. They control the record outlets. They control the theaters. They control the TV stations. They control the radio stations. All pre-planned out thru interrelated contracts and governmnet regulation. (look up sometime how they broke internet radio. Remember it was getting popular? How many internet radio stations are popular now? They broke it by changing the regulations behind how they price advertisements and actor's salaries. They didn't make it illegal, they simply made it unprofitable. Now it's mostly subscription based stuff, if that.)
But PC's right now offer to much freedom for their users, which has retarded the growth of PC's as entertainment devices. It's to easy to steal web content. It's to easy to make your own music and produce and sell it. It's to easy to rip DVD's, and trade MP3's over the internet. And the DSL companies want to start pumping in 10mbit/s fiber optic lines into everybody house to break the cable compane's internet (and create another way to get TV-like entertainment into the house to break that monopoly too) and it's got the entertainment industry freaked. It'll take like 20minutes to copy a full length DVD over from one computer to another, even over the internet.
Well these are the guys that MS is trying to appeal to. Buy setting up "palladium", "trusted computing", and "drm" type stuff in the computer industry they are creating a system of control for computers. This way they can tailor the media to only play on one computer and one computer only. Patents will prevent people from selling/distributed third party programs without joint consent with MS and other regulating bodies to liscence the technology. The DMCA prevents people from breaking encryption protection scemes like they did with the DVDs.
This crap has been planned out for a long time now. I mean it's long term industry projections.
MS wants computers to be the main entertainment medium. (which is what is going to happen anyways. Everybody knows it.) They want their OS to be a integral part of the whole proccess (software over time gets commoditized. Expensive becomes cheap, cheap becomes free. For instance, try to sell a new web browser nowadays, see how far you get. the same thing is happenning to OSes.). The entertainment industry will fight the trends without properly means of control over the media they distribute. So on and so forth. So DRM is ment to provide a means to a end.