Last night's show, available on the BBC iPlayer, doesn't teach us much but is worth a watch.
This quote at 7'35" by rapper Sway really struck me though: "People illegally downloading don't even believe they're doing anything wrong".
Instead of trying to change this behaviour (difficult) why not make it not wrong?
Find a way to monetise what these folks are doing (clue: you might have to start thinking a bit more creatively than charging 79p per song), build a new business model and solve the 'problem'.
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