Digital watermarking has received attention as a means for protecting proprietary media content (sound, imagery, video). In contrast to cryptographic approaches, a digital watermark is manifest in and recovered from the displayed media, vice from the digital source file. This leads to conflicting objectives in that the watermark must be unobtrusive yet resist easy removal. This conflict appears to defy solution in a world of powerful perceptual coding/compression. We see no silver bullet and will make but a modest suggestion at the end.