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Your Competition Doesn’t Exist
They give people the knowledge they need, both in terms of who is using the content and what they can do about it, and package in a time-effective way. This could, effectively, empower just about anyone to monitor and protect their works on the Web.
The questions you raise are both valid ones though and both are questions I'm looking forward to seeing the answer to. My own personal experience has shown both strong resistance with anything less than a DMCA notice and with Google in general, but a company like Attributor might be able to push some change.
At least that is what I'm hoping.
Disclosure: I do consulting work for Attributor.