An unprintable file format

The World Wildlife Federation announced the creation of its first file format, WWF, designed as a replacement for PDF.  It's essentially identical to PDF, except for one key difference: It can't be printed. The WWF hopes this will reduce unnecessary paper use, or at least bring some attention to the fact that lots of paper use is unnecessary...

The WWF format is essentially a plugin (Mac-only for now, but coming to Windows soon) that allows the user to save any document as a WWF. Those files can be opened and viewed in most programs used to open PDFs, except they can't be printed (and they add a little note about saving paper to the bottom of documents).  

Via PopSci, where the commentary is generally dismissive.