Dan Kaminsky did some detective work with the Sony rootkit. The rootkit calls home to Sony to let them know where the CDs have been listened to. These leave a trail on the DNS servers. Dan was able to narrow down the correct data and if the data is believable, this is pretty damn alerting. Take a look at how many machines have been infected with the Sony rootkit; Europe, USA, Asia.
ps. Check out EFF’s open letter to Sony.