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I have been in the IT for a while now. In my personal experience most O'Reilly's target audience will not download pirated books. People in Russia, China will do so. People who just hoard e-books and download them just because these books are there will do so.
But they are not and will never be O'Reilly's prospective paying customers. I think O'Reilly has done ok so far without DRM. If they hadn't they would have introduced it by now.
PS: No disrespect to Russia and China - I used them as an example of countries which have lax copyright laws and no ready access to mainstream e-commerce sites.
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