In the year 2000, Professor Graeme Dinwoodie called for 'the façade of copyright rules based upon territoriality' to be 'stripped away' and 'a rethinking of [private international] copyright law in the digital environment where copyright disputes are inherently international.' 15 years later, the European Court of Justice  still approaches online infringements of copyright (and other IP rights) by construing extensive mosaics of competent jurisdictions and applicable laws based on the principle of territoriality. Maybe, this is all that private international law can sensibly do in this area of law. Yet, this talk will inquire whether private international law could not helpfully assume a more active role in addressing the challenges that globalisation, private ordering, and new technologies raise with regard to IP law.