The author mentions this a little in the article, but I feel like they probably could have expanded on that point - the "$I" cost of piracy can change depending on the seller's track record. As noted recently in the Oatmeal comic about pirating Game Of Thrones (and Andy Ihnatko's response), the state of piracy is such that, effectively, all efforts to make piracy harder, make piracy more appealing.

I wonder how much pain these various industries will need to endure before they realize that the solution is to stop punching themselves in the face.