Well they are experimental at this point. They're throwing them on the market atm to get their product out there first. They aren't really worried about bootleggers yet they're worried about the competition.
They will never stop people from copying these movies, they will only slow them down for awhile trying to crack these crazy protections. They aren't paying to keep people from copying. They're paying out the wahzu to give the production companies a sense of security so they'll continue to use their media for their movies.