Digital watermarking technology has loudly proclaimed its arrival over the past several years. It is difficult to find any journal associated with signals, imaging, sound, or video that doesn’t have a handful of digital watermarking related articles. Having worked in this field for several years now, I know that there is still quite a bit of confusion among users and policy makers about what this technology can and can’t do. Because the field is rather new, confusion is present even among the researchers. Signs of this confusion are multiple meanings for technical terms and rampant re-invention of basic algorithms.