He refers to the streisand effect
The Streisand effect is an unintended consequence of attempts to hide, remove, or censor information, where it instead leads to increased awareness of that information. It is named after American singer and actress Barbra Streisand, whose attempt to suppress the California Coastal Records Project's photograph of her cliff-top residence in Malibu, California, taken to document California coastal erosion, inadvertently drew greater attention to the photograph in 2003.[1]
Attempts to suppress information are often made through cease-and-desist letters, but instead of being suppressed, the information receives extensive publicity, as well as media extensions such as videos and spoof songs, which can be mirrored on the Internet or distributed on file-sharing networks.[2][3] In addition, seeking or obtaining an injunction to prohibit something from being published or remove something that is already published can lead to increased publicity of the published work.
The Streisand effect is an example of psychological reactance, wherein once people are aware that some information is being kept from them, they are significantly more motivated to get and spread it.[4]