Coming soon to a hookup near you: hyper-speed internet access. Hollywood has been largely ignoring the Internet's piracy potential because, right now at least, it's problematic for users to download entire movies in a hi-def format. If this sort of speed ever becomes commercially available, that restriction will perforce be removed.
In other words, you only thought that whole RIAA vs. college kids thing was a giant fiasco. Hollywood's got a lot more money to throw around, and they're much less subtle about it.