If anything once they announced to the general public that they have eliminated a threat to them, they'd become hero's, and most folks would use there products exclusively. I personally beleive that it is ATi's duty.
That said I fully realize and appreciate that it will never happen. It's sad and shameful, but poor unfortunate folks actually believe that there is no other way. As such, all I'm askng for is to keep DRM out of Linux. It's in the hardware, and there is nothing that can be done about it, but keep it out of the drivers, and disable the infected hardware. If they want to use it in windows then so be it, but it isnt welcome in linux.
Dont use DRM as an excuse for crippling the open source drivers. if the hardware is capable of decoding h264 then the open source drivers should be able to take advantage of that capability, and using DRM as an excuse is not a good facet to get going on. As far as DRM'd content goes, it'll be hacked sooner or later and an OSS solution will be available. It's in this way that Linux --will-- be able to view and use --ALL-- the same content as Windows while using free and open source software to do it. It's going to happen whether ATi likes it or not, and they should be encouraging it and even helping it along.