Does DRM stand for Digital Rights Management or Digital Rights Manipulation? DRM serves the interest of publishers attempting to navigate a new era with an old business model. The Internet and digital files have created stark challenges for publishers, as librarians and users increasingly demand unrestricted access and usage. Yet publishers have businesses built on selling print, with the presumption that one book should serve one reader at a time. Using journals as model, publishers have closely controlled access to book content through rapidly increasing prices, license- and technology-based restrictions, and bundling strategies. But the goal for publishers should be to expand access to scholarly content while creating sustainable, profitable businesses -- which means steering clear of legacy print models or the fear of how content will be used. It also means finding creative ways to shift some, if not all, of the costs away from libraries, faculty and students when and if possible. How can outright ownership, rather than subscription-oriented leases, of content work for publishers as well as users? The founder of a new, born-digital publishing company talks about how to look ahead rather than back, and develop a program that can thrive while enabling, rather than constraining, scholars and librarians.