I think for businesses like "running a website" this threat is overrated, to the point of absurdity, but again: willing to accept that I'm the weirdo.
(Yes, it merely takes an publicly available work that the users could download themselves, and makes it available to each individually. That's essentially what Aereo did, and look at them now.)
If I was building an Internet of Things blender I would incorporate in a heartbeat.
If so, I have to say, that would make me a lot more concerned as a customer.....
Moral: back up your bookmarks.