My view is that the ones who are supporting this are buying multimillion dollar houses, and flying around in their private jets aren't really loosing anything from piracy. Lets face it, if something is pirated the person has a few paths, either they were unsure of it and downloaded it to see it. At which point if they didnt download it, they wouldnt have ever seen it. So this person would also never buy any kind of merchandise. Then then there is the person who just doesnt have the money to waste on 10 movies or 20 cds or w.e a year. Which then buys w.e merchandise they can. Then there are those who download it to see if they like it, then if they do they go out and buy a legit copy. Plus any merchandise they can/want. Then there are those who just pirate. The ones that download because they can and would rather just save the cash and dont care. These people though still buy merchandise if they liked the movie/cd. So what happens if no one pirates? Half of the people stop buying merchandise and never pays to see/buy them. So while you do loose some capital from the initial sale, you do gain from all of he merchandising and good publicity (if you liked the pirated first version, you will be more likely to pay to see the next version... unless your the last category, but they will always exist no matter what).