this meme is a criticism of that. it shouldn't be like that. if I buy a chair, I own the chair. I can then choose to sit on it, burn it, or give it to my neighbor, whatever. if I buy a movie, it's suddenly not like that – but not because of some inherent quality that would make it impossible, but only because they say it is like that. but they have one weakness: it's only like that if we actually stick to those rules. they're all arbitrary anyway! we can therefore treat a bought movie just as it should be: a physical copy that we actually own. we can then decide to watch it, to lend it to our neighbor, to play it for everybody to see on the street, to cut it and remix it and do something new with it. will they come and claim we've "pirated" their media? yes of course, but this is nonsensical, dead law, that has to be broken again and again by just – ignoring it, and making it not so. if I buy a movie, I do own the movie, and the company that says otherwise can get fucked. that's what this is about.