New DRM for Downloads on Xbox 360?

A couple of members have notice a new addition to their 360's since the update this morning. Media is now tagged with a "Does not expire" message. Obviously this could only mean one thing, DRM for downloads.
The best guess is that new media downloads will now contain expiration's dates after they hit your hard drive from the market place. This means you wont be able to continue playing that same demo over and over again without finally going out to buy the game. It's a smart more for MS to help aid in the purchase of games after they are...
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