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It doesn't really matter if you think it is right or wrong or want to call it theft or want to argue over the same points that always crop up in this conversation. The fact is it's going to happen and there is little that can be done to stop it, so publishers need to work out how they can compete against piracy.
The internet simply can't be policed in the way copyright holders would like.
Make ebook buying easy, cheap, good quality and hassle free and you'll get the vast majority of people who are happy to pay for a good service and don't have to go hunting around torrent and rapidshare sites for badly formatted files.
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