Durable Digital Media?

I have long complained that digital media shows no promise for long term preservation of texts and other data. Milleniata is now marketing a DVD that actually etches data the disk and is readable in a standard drive.

But even if this proves to be a permanent storage medium for digital data, it doesn't address the problem of cultural obsolescence, as Alexander Rose points out on the Long Now Blog:

They really need some sort of marking on the tops of all the blank media that explains what the DVD data standard is and how to read it. Otherwise in a 100 years, I can't imagine that many people will remember…