No matter how DRM is implemented, it still only targets paying customers. :Z
Sure this may be multi-platform, but no DRM will ever be compatible with hardware that either does not support DRM or which its firmware cannot be upgraded to support this DRM technology.
So how does this DRM affect those who download from unofficial sources such as P2P? Unsurprisingly, they will not be affected. In my opinion, this only encourages those users to stick with these unofficial sources, since they know the content will play on their hardware without having to worry about DRM.
While a small fee may seem attractive to get the legitimate thing, the thought of having to fork out on a new set-top/handheld media player just to be able to play DRM-crippled media is enough to prevent many existing P2P downloaders from changing their habbit. This has already been proven with unlimited music download services such as Napster. The only thing stopping their subscriptions from taking off like Facebook is the entertainment industry's most addictive drug - DRM.