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@Kirth
No, I said Ultimately if people don't pay, ie: everyone stops paying / the majority.
I never made any assumption that a copy is a lost sale. Please don't try guess what I'm assuming, rather ask what my assumptions are if I've not made it clear :)
Fundamentally, if you think it's fine to copy stuff you will. A shame given how cheap games are even after half a year. Indie developers are finding it hard to get their games published, because major studios are reluctant to take the risks given the "potential" lost sale v. real sales. Sure their figures are majorly inflated, but then again anyone who thinks it does 0 harm is also fooling themselves.
If you do not think the game is worth the price, then don't buy it. If you really want it, then pay for it. Hell, don't like this, write your own games. Indie games as well are very cheap and a lot of them are very good (Angry Birds is Indie developer and seems to eat a lot of peoples time!).
It will be interesting to see if the games companies decide to try a "spotify" type approach, where you subscribed to their whole catalogue. OnLive has a playpack for 10 bux a month, no idea if it's any good though.
Disclaimer: I do (when I can find the time) write for a gaming review website.