In the post: TV industry using piracy as a measure of success does Guinevere Orvis point out a mental change in the TV and music industry:

Tech-savvy consumers have been boldly declaring that piracy can help and not hinder industry for years (especially when it comes to music downloads), but I was shocked the first time I heard the same claim from another group: from some very knowledgeable marketing types one day over a year ago in a boardroom. One of them simply asked, “Is the show on BitTorrent? How many people are downloading it?” Last100.com