In other words, it is extremely naive (and quite unfair to infringers) to assume that EVERY pirated copy of something is a lost sale. The folks I've known who pirate are more like... data hoarders than payment evaders... Oftentimes they never even bothered consuming the media, it was all about collecting things first for them, and they would have never paid for said media to begin with, so it really becomes nebulous to start swinging around accusations of theft, because... what was "stolen"? Some unknown percentage of the copies surely ARE lost sales, but how can we determine that percentage? Would it vary based on attributes of the media?
In any event, I think the entire state of China would probably be the worst copyright offender, if they're looking for someone to go after...