Yes, that's right. Most people are oblivious, I've found. You wouldn't think so, but I've watched too many people use the internet, and marvel...I believe that when the average person searches for a book, finds a link, and clicks it, they have no conscious thought that they've stolen something. It's just a link! It's on the net! What do you mean it's pirated? Huh?
So I agree wholeheartedly that the most effective way to combat "piracy" is to have a legal copy available for purchase, and highly indexed.
Then the average 'net surfer would search, click, buy.