And even in the case of the "payment evaders", I'm willing to be that a large percentage is made up of people who would opt to not consume rather than pay the full price. This is especially true in countries with less fortunate economic situations. Multiple downloads and situations where one would actually prefer a cracked, DRM-free copy are also probably counted as "lost sales". The list goes on, and I'm pretty sure the percentage of lost sales is a lot lower than what the industry would like to believe.

That's not to say that blatant piracy is a good thing either. I just don't think the industry has figured out a very good response to it. Rather, convenience features and price point could be adjusted to make piracy a less attractive option.