my problem with this whole "piracy costs money" theory is that it makes assumptions on what "could be". meaning, if someone downloads a movie, their thought is that it is a lost sale. but what if that person wasn't going to buy it in the first place? you can't make these kinds of assertions on what future possibilities would be. you could make the same guess that pirates are more likely to buy a game after trying it.
point is, you can't assume someone will buy something had they not pirated it. in fact, they'd probably not buy it at all if there was no piracy. so there's a problem there. what is it? well, the person sees that the costs outweigh the benefits. just simple nature here. if you take that same movie and maybe make it cost less or free with advertising, you'd likely see many of those same pirates make a switch (more assumptions).
point is, you can't assume someone will buy something had they not pirated it. in fact, they'd probably not buy it at all if there was no piracy. so there's a problem there. what is it? well, the person sees that the costs outweigh the benefits. just simple nature here. if you take that same movie and maybe make it cost less or free with advertising, you'd likely see many of those same pirates make a switch (more assumptions).