SanDisk explores the market for flash memory with built-in DRM.

"The chip design company is introducing TrustedFlash, a memory chip with built-in security that prevents illegal copying. That could help calm the tension between the entertainment industry that wants strict controls on intellectual property and technology companies that want digital content to be freely transferable to cell phones, music players, computers and other gadgets.

"Eli Harari, chief executive of SanDisk, said in an interview that the new chips create more options for both entertainment companies and consumers alike. The entertainment companies can sell their songs, movies or games in different ways, and consumers can buy and view the entertainment where they want and whenever they want, as long as they pay for it."

The advantage of something like TrustedFlash is its potential compatibility with many electronic devices. The same music chip could be used in your mobile phone, MP3 player, car stereo, or television.

It's worth noting that Sony tried something like this (in a more proprietary way) with its MagicGate technology.

SanDisk announced that a version of the Rolling Stones' album "A Bigger Bang" will be sold on a TrustedFlash microSD or miniSD card in November. The price? US$39.99. This -- plus the fact that SanDisk is using the name "gruvi" to market TrustedFlash -- makes me skeptical of this tech. Why pay more for something that offers less than commercial CDs?

SanDisk is offering freedom from "lock-in" on a PC or iPod in exchange for lock-in to its own electronic prison. Plus, you lose the ability to mix and match songs. Like a commercial CD, the SanDisk card comes with a set play list.

Will SanDisk be able to grab a piece of the DRM distribution pie? According to an analyst contacted by Macworld, "the entire mobile device and content ecosystem" would have to change first.