Oops. Circuit City breaking DMCA

Circuit City is blatantly breaking DMCA. Why? They offer a service that rips your DVDs to your portable device (ie. iPod) called the DVD Video Transfer Service. While the placement of video onto a portable devices doesn’t break DMCA, here’s the catch.
DMCA disallows the breaking of any locking mechanism to any digital medium. DVDs have a locking mechanism and ripping DVDs technically breaking that locking mechanism. There was a reason why DVDs couldn’t be broken until the algorithm was found a couple years ago.
Can we say: oops.
UPDATE (8/6): Arstechnica reports that the ripping service is not officially provided by Circuit City nor was it authorized. News straight from the Circuit City corporate offices.
BoingBoing < Consumerist