Circuit City ripping DVDs for customers

Circuit City has apparently started a DVD-ripping service where it'll rip a movie for use on a portable video device. Prices: $10 for one DVD, $20 for three DVDs, and $30 for five DVDs. This bold move by the tech retail outlet is akin to spitting in the face of the MPAA, and the service will probably be forced to shut down soon enough.

I just don't understand why we can rip CDs but not DVDs, especially when we've already paid full price. Plenty of software online can get you from point A (DVD) to point B (compressed version that will play on your iPod or PVP), but all those DMCA-related legal issues can be a heavy burden. If Circuit City sticks to its guns on this matter, the ensuing legal battle should be interesting. Anyway, Ken Fisher at Ars Technica has interesting things to say about it here.