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I don't know about the US but in Germany the industry seems to have failed completely to establish the sense of copyright infringement = stealing in the population at large. It rather seems to be something like a parking violation. You don't announce to the public that you are parking illegally but it doesn't particularly affect your social standing if people know that you are doing so. People who would never accept to be given a DVD that was stolen from a shop won't mind to be given the movie on that DVD as a data file. Given that you can put a lifetime's worth of reading on a single SD card I don't see how the industry has any realistic chance to get this under control.
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