The best thing about this program is that without knowing the pass-phrase it is not possible to prove that the file contains additional data. As you know tons of copyrighted material are reproduced , i.e. stolen on the Net every day so this technology might be useful if you are a designer. There are many companies on the Net that sell watermarking products. One of the leaders is Digimarc that claims to have distributed over a million copies of its software. I believe many customers including designers, photographers and online galleries do it.
Playboy magazine does it too.
And then corporate users are offered to download MarcSpider that crawls the Web looking through all images and reports any unauthorized reproduction of them. Anyway, it s up to them. In spite of the manufacturers claims watermarking didn t prove to be robust enough. Apparently these tools are not targeted against any specific steganographic algorithm, they are rather benchmarks that help customers choose the most robust watermarking software. Probably the algorithms will become more complicated or new image file formats will emerge.