Are music and movie companies finally going to stop limiting our ability to copy digital materials (Is the end of DRM nigh)?

I just downloaded my newest version of iTunes, and noticed the iTunes Plus option. It seems that I can now “upgrade” all of my music that was previously purchased on iTunes so that there are no DRM associated limits.

I’ve found mac products to be both ahead of the curve and still holding on with dear life to copyright protocols, and so this seems like a big step forward for the music (and perhaps video) market.

Why haven’t I heard about this? And does everyone think that this means that the music industry is FINALLY embracing the digital market?