Humanity's quirky sense of fairness works two ways.
Diablo III, a heavily-marketed and very modern computer game with a massive game developer behind it, inconveniently requires you to connect to an anti-piracy server every second that you want to play. This is rather obtrusive and prone to failure. The game sold millions of pre-release copies, but as a direct consequence of constantly pissing people off when they actually try to play it by checking on them to be really sure nobody is pirating it, cracks and pirated copies are freely available from remarkably snazzy-looking websites run by sexy hackers. Result: you don't have to pay for it if you don't want it despite the intrusive DRM.
Compare this with Minecraft's strategy. For those of you who don't know, Minecraft has minimal advertising and graphics that look like this:
This game also asks for a login, but even without having an account it still lets you play and only produces a warning in very small red text. There's also no attempt to detect if an account is being used to log in by multiple people at the same time, and no requirement for a continuous internet connection. The files themselves are free to download. In other words, "stealing" it is just absurdly easy and will not be punished.
Minecraft has sold 9.2 million copies (a lot, although Diablo III might eventually pass it) despite there being no practical reason to buy it.
No one has ever had any luck reasoning with the Blizzard legal team. It's been tried.
One way of encouraging fairness is to resist playing along with things that are unfair while rewarding entities who deal with you fairly. I would not say this is really a conscious plan of mine, but I do my part.
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