They already know they are rulers. It's for the rest of the people.
I have heard people seriously say "Of course I prefer it with copy protection! It protects my copy!" back in the day when DRM was called copy protection. I'm sure they would have been wiser if the thing was called "Copy Restriction", because that's what it does. Similarly, I'm sure more people would realize what DRM means if it was called Digital Restriction Management (which is what it really is).
These things run deep. Who would dare oppose the PATRIOT act? Real patriots should, but none would. These terms run very, very deep.