On the page was complete and detailed instructions on how to crack it yourself using a hex editor or decompiler (or whatever!). Except, he said as you read down, the way the author explained it really highlighted how much effort he put into making it, and at the bottom copy saying something like "we hope this was useful and avoids you using a crack which might damage your machine, we also hope you realise the effort that goes into making software and will consider paying just $xx dollars which goes towards feeding my family and making more software".
Friend was so impressed he just got out his card and bought it.
TL;DR - They embraced the piracy / understood those that won't pay never will, those that may can be persuaded, so made something educational and thoughtful out of it.
Hope you figure it out!