Yup, there was also that time Sony rootkitted everyone's PCs.

If nothing before would teach people that Windows AutoRun for CDs were a bad thing, this one certainly did.

Unfortunately the feature is crucial on home PCs meant for the mass consumer market.

To the typical consumer, the action of inserting the DVD should communicate to the computer their intended action.

Every additional step, especially if it requires reading, pushes them further to just using a dedicated device for CD/DVD consumption.

To someone like you and me that might seem like an ideal practice, but to the typical consumer it's a usability problem.

This was actually the last time I rented a DVD.