Electric Monkey Pants

Digg.com pioneered social media and social bookmarking. They helped create a community who believed in the “wisdom of the crowd“, but today the crowd bit back.

After Digg started burying stories and deleting user accounts because of the HD-DVD crack controversy the Digg community hit back the only way they knew how: They took over Digg’s front page. As of 11:15 pm CST, every single story on Digg’s coveted front page has something to do with the suppressed number.

The hexadecimal number ( 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0 ) unlocks the DRM copy-protection on HD-DVD discs. HD-DVD is the successor to DVD, which is already cracked. Blu-Ray is apparently affected as well since it also uses the AACS content-scrambling system that was designed to restrict who can watch the next-generation movie discs.

It was revealed that the HD-DVD group was a sponsor of Digg’s podcast. The blatant conflict of interest riled up the Digg community, which has taken the story to other social media sites such as Reddit and even the old standard, Slashdot, which has added digg-like features such as the Firehose.

It’s fair to say the internet community has been in open revolt all day, against a site that was until yesterday a shining example of how Web 2.0 businesses can work — trust your users. Digg has apparently forgotten that lesson and has sided with corporate interests and knee-jerk lawsuit-phobia instead of it’s own users — the people who (literally) make the site work. Unfortunately, it looks like Wikipedia is falling into the same trap (although it often freezes pages during periods of great controversy to prevent editing wars).

With the incredible storm of rebellion racing across the internet there doesn’t seem to be a way out of this mess for Digg. Far from blowing over, the brouhaha appears to be getting worse. Digg’s half-assed attempt at putting out this fire only fanned the flames. It appears Digg might have temporarily blocked new story submisisons, but the link appears to be working now.

Diggers are pointing out the fact that Reddit and Slashdot have not taken down stories concerning the suppressed number, nor have they deleted comments. Because of that it’s looking more and more like a situation that Digg and Digg alone created through heavy-handed policing (which is no doubt allowed by their EULA) and overreaction in general, all of which has led to the current PR shitstorm.

Far from suppressing the number Digg has managed to enshrine it for all time in the annals of internet history. It’s interesting that it happened on May 1st, International Workers’ Day. Hopefully today will long be remembered as the day when the internet community took a stand against the evil DMCA, the law which is at the root of the problem.

Let no one say the social media community is afraid to bite the hand that feeds.

Update (5-2-07): Digg has come to their senses and declared that it will no longer delete posts containing the suppressed number. That’s probably wise since they would’ve had to ban half their users and remove all the stories from their front page for several hours. A little late, but the users have spoken, and Digg finally decided to listen.