It's all about (pretending to be) protecting intellectual property. After all, a large part of media companies' assets are intangible IP. To make sure the value

It's all about (pretending to be) protecting intellectual property. After all, a large part of media companies' assets are intangible IP. To make sure the value of that asset is not eroded, companies such as Disney must invest in technologies that claim help protect it. (Edit: to be more precise, they must invest in tech that maximizes the extraction of (future) value from that IP).