Welcome to the age where music is considered a gawd given right. That’s the end of it. Done. The musicians know it (see Radiohead, NIN, Coldplay and now Metallica, too).

Ads like this one from MTV’s in-house unit aren’t going to reverse the trend of illegal downloading (see a larger image here). Seriously, what kid is going to look at this and be like, “Ooooh! I’m an ordinary thief!” And then what? They’re going to stop using Kazaa and The Pirate Bay? I think not people. The very effective Venables, Bell & Partners campaign, “The Montana Meth Project”, this is not.