Given the scale of the problem and the underlying feeling that anti-piracy campaigns rarely have much of a long term impact, a change of tactics every few years is to be expected.

After demonizing file-sharers for much of the 2000s, more focus was placed on pirate sites and the people behind them. In parallel, pirates were asked to consider the effect of their habits on creators, not the very big ones, but those struggling through life trying to make ends meet, just like them.

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