Shocking news here: Sony's conjuring up yet another proprietary format instead of just making nice with the ones already available. Now that you've picked yourself up off the floor, we're sure you'll be delighted to know that Sony has developed another form of DRM, which we're sure will be completely and utterly dismantled before it has even a chance to really catch on. Nevertheless, the CLEFIA block cipher algorithm reportedly delivers "advanced copyright protection and authentication," and is slated to be used in various forms of "digital data distribution" including music and images. Sony is gloating that its newfangled DRM technology is extremely efficient and quick, but we can't help but chuckle at the "state-of-the-art cryptanalysis techniques" which Sony claims will "achieve sufficient immunity against known (keyword: known) cryptanalytic attacks." Of course, Sony seems to be shooting in the dark with this stuff at the moment, but it does hope to implement it in "AV devices," smart cards, and mobile devices if anyone will take 'em up on it.