In 2006, I wrote “Why Not Sell MP3s?” — a simple question pointing to an industry in denial. The dominant listening format was the MP3 file, yet labels were still trying to sell CDs or hide digital files behind brittle DRM. It seems kind of incredible in retrospect, but believe me it happened. Many cycles were burned on that conversation. Fans had moved on. The business hadn’t.

Then came Steve Jobs.

At the launch of the iTunes Store — and I say this as someone who sat in the third row — Jobs gave one of the most brilliant product presentations I’ve ever seen. He didn’t bulldoze the industry. He waited for permission, but only after crafting an offer so compelling it was as if the labels should be paying him to get in. He brought artists on board first. He made it cool, tactile, intuitive. He made it inevitable.

That’s not what’s happening in AI.

Incantor: DRM for the Input Layer

Incantor is trying to be the clean-data solution for AI — a system that wraps content in enforceable rights metadata, licenses its use for training and inference, and tracks compliance. It’s DRM, yes — but applied to training inputs instead of music downloads.

It may be imperfect, but at least it acknowledges that rights exist.

What’s more troubling is the contrast between Incantor’s attempt to create structure and the behavior of the major AI platforms, which have taken a very different route.

AI Platforms = Pirate Bay in a Suit

Today’s generative AI platforms — the big ones — aren’t behaving like Apple. They’re behaving like The Pirate Bay with a pitch deck.

– They ingest anything they can crawl.
– They claim “public availability” as a legal shield.
– They ignore licensing unless forced by litigation or regulation.
– They posture as infrastructure, while vacuuming up the cultural labor of others.

These aren’t scrappy hackers. They’re trillion-dollar companies acting like scraping is a birthright. Where Jobs sat down with artists and made the economics work, the platforms today are doing everything they can to avoid having that conversation.

This isn’t just indifference — it’s design. The entire business model depends on skipping the licensing step and then retrofitting legal justifications later. They’re not building an ecosystem. They’re strip-mining someone else’s.

What Incantor Is — and Isn’t

Incantor isn’t Steve Jobs. It doesn’t control the hardware, the model, the platform, or the user experience. It can’t walk into the room and command the majors to listen with elegance. But what it is trying to do is reintroduce some form of accountability — to build a path for data that isn’t scraped, stolen, or in legal limbo.

That’s not an iTunes power move. It’s a cleanup job. And it won’t work unless the AI companies stop pretending they’re search engines and start acting like publishers, licensees, and creative partners.

What the MP3 Era Actually Taught Us

The MP3 era didn’t end because DRM won. It ended because someone found a way to make the business model and the user experience better — not just legal, but elegant. Jobs didn’t force the industry to change. He gave them a deal they couldn’t refuse.

Today, there’s no Steve Jobs. No artists on stage at AI conferences. No tactile beauty. Just cold infrastructure, vague promises, and a scramble to monetize other people’s work before the lawsuits catch up. Let’s face it–when it comes to Elon, Sam, or Zuck, would you buy a used Mac from that man?

If artists and AI platforms were in one of those old “I’m a Mac / I’m a PC” commercials, you wouldn’t need to be told which is which. One side is creative, curious, collaborative. The other is corporate, defensive, and vaguely annoyed that you even asked the question.

Until that changes, platforms like Incantor will struggle to matter — and the AI industry will continue to look less like iTunes, and more like Pirate Bay with an enterprise sales team.