Why do record companies want to apply DRM?

We left the first DRM freedom movement behind us and everybody is re-thinking this issue again and figuring out what the future will look like. My question to every record industry pro that I talk to about this is: Why apply expensive DRM (in more than one way) to music that first lands on the market on a CD, DRM free and in the best resolution? The response is always that the CD was a missed opportunity to protect the music. It sounds fair and worthwhile, woudn't you agree? The thing is of course that in order to stop the music from being unprotected we should stop selling CD's. That would mean that the industry would loose about 90% of the revenues over night (if you would implement it within a couple of hours ;-) I recall attemts to protect CD's from being copied and the response from both artists and audience. So my question will be why would record companies think consumers will accept it when done digitally? The answer will be that inter operability is the solution. How do we achieve this? Steve Jobs explained quite easy why this is difficult. So we have on one side the record industry and on the other the technology industry. Who is right and should move first? This is just a matter of time I asume. Physical sales are in decline and digital sales is not making up. It will take courage and experimenting to get the right formula, all that think about this add heavy  miscellaneous to the budget ;-) I can only  think from a fan point of view. I want to listen to what I buy from any device I like.  Would  it be possible to align all big technology players to  use the same standard? Or is it more likely that all record companies release DRM free MP3 music to the market? Most Independent label do and are quite succesfull with it. Ask anybody that downloaded a paid MP3 on www.dance-tunes.com or www.djdownload.com or e music. com... This subject facinates me because it is so important for the industry to flow..