BEFORE you ask, let it be known that the headline above refers not to Einstein, Newton or Franklin. This writer is talking about our friendly neighbourhood DVD-man.

Well, our typical DVD-man is not as brainy as Adi Putra. He has no superpowers like Cicakman. He is not even dressed to kill like James Bond. Yet, he can do the maths fast, possesses the power to hypnotise you into buying his discs, and in the end, gets you into trouble faster than any Bond girl ever could.

Previously, piracy took place in the open – pasar malam, shoplots and shopping complexes. Some consumers were not aware that what they brought home were not original copies but pirated DVDs, which cumulatively set a downward trend for the music and film industry locally and internationally.

Following aggressive moves by the authorities to curb piracy, the pirates had no choice but to change their strategy. They employed youngsters to sell the discs from one teh tarik table to another at eateries – hence, the birth of your friendly neighbourhood DVD-man.

This writer noted in this column once that the DVD-man has become smarter by choosing to use a smaller-sized disc for easy carry and less conspicuous trading. The smaller size is also enticing to consumers as it requires less storage space and less clutter.

Now, they have moved up another step: Move aside Dominos, Pizza Hut and McDonald’s. The pirated DVDs are now available through home delivery!

Check your letter box, ladies and gentlemen. Most likely you will find a piece of A4-sized photocopied paper with a list of movies – segregated into segments such as English, Malay, Chinese, Hindi and Cartoon – printed on it.

A bunch of mobile phone numbers are written on top so you can call just any of the DVD-men involved any time. Just one call to place your order and they will deliver it to your doorstep.

Now, isn’t this easy and convenient for any individual out there who has a phone and RM5 to spare?

The idea is neither new nor novel. The DVD-man has adopted one of the most successful retail business modules ever invented and it is up to us to resist the temptation. Don’t make that call, and say “no” to piracy.