Rootkits for Copy Protection?

Check out this article on the Sysinternals blog. Apparently Sony believes it's ok to install "viruses" on your PC to disable you from making too many copies.

They go about it by installing a rootkit that loads and hides a number of processes, and device drivers that prevent you from playing the CD on any media player other than the one that is included on the CD. They do this so your attempt to copy the CD more than three times will be thwarted. Did they go too far on this one? Yes.

I wonder what happens when you try to make that fourth copy? Does the CD eat itself?