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The apple example is not quite on point. If one picks that apple for whatever purpose and does not pay for it - that can lead to a lost sale. That PHYSICAL apple is gone and cannot be resold. While the taking of an electronic copy may in fact be theft, it does not necessarily equate to a lost sale. The electrons taken by someone else does not mean another electronic copy cannot be sold - so there is not lost sale in the way a physically stolen item cannot be sold by its rightful owner.
I would imagine, geographical restrictions could be leading to some of the thefts - can't buy it at home so I will find another way to get it. Lost sale? Well, not if it were not available in the "takers" home country - no matter what price.
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