Microsoft Announces Breakthrough Technology Enabling Simple Access to Broad Set of Digital Content, Including Music, Games, Video, Ring Tones and Pictures: Microsoft PlayReady powers next-generation media experiences on mobile networks; mobile: "Microsoft PlayReady technology enables a broad spectrum of business models such as subscription, rental, pay-per-view, preview and super-distribution, which can be applied to many digital content types and a wide range of audio and video formats."
They are introducing a new DRM scheme that they are promoting to content distributors and device manufacturers - this is after they just royally screwed everyone in the portable media player/music space by basicaly abandoning "Plays For Sure" in favor of their own closed-DRM ecosystem around the Zune. They are also said to be working on a Zune Phone, that would then compete with all of the phone manufacturers that they are pitching "PlayReady" to.
Fool me once Microsoft..... you won't be fooled again.
UPDATE: There is an interesting exchange between Wired and a Microsoft spokesman on the subject here.