Let me tell you a guy I know.

This guy makes quite a bit of money. He enjoys fancy cars and spending on expensive jewelry and fine clothing. He’ll take his girlfriend and friends and family out to fine restaurants. He is a big spender, in other words. By the way, he also downloads movies for free. Now, he still buys DVDs sometimes, but he’s just as apt not to, and the decision to purchase or not to purchase a movie seemingly alters at a whim.

You might be thinking, “If he makes so much money, why couldn’t he just go watch the movie in theaters? Why can’t he just buy the DVD?” And the answer is quite simple: he does not value movies as much as he does all of the things he actually does spend money on.

And this is the trickier side in talking about issues such as piracy and illegal downloading. People assign value to their entertainment that is fitting to their lifestyle and priorities in life. The person in my example does not skimp on everything. It’s not like a person who buys a counterfeit designer bag and then buys a bootleg DVD. He is willing to pay for real, good fashion. He is still looking for a bargain, but will not go as far as to buy something that isn’t “real,” again, because he believes in something beyond appearance.

This guy is not an avid pirate and bootlegger, as I’ve pointed out. He is not an anime fan eager to watch as much as possible for as little as possible. He is a casual fan of movies at best. And so if you wanted him to spend money on his entertainment, it would have to somehow fit into his core values about what is worth spending money on and what is not. And he, unlike the anime fan or audiophile or cinema buff, is part of the majority of people who consume entertainment.

How do you solve this problem? Take away his ability to download and pirate, and he’ll just wait for movies to appear on cable and watch them there. He’s still not going to be willing to part with his money over it. It’s easy to say, “Hey let’s just make a movie that he’d be willing to spend money on,” but as long as he de-emphasizes entertainment media in his life, there’s no way it’s going to reach him.