If someone misused GPL, there’d be outrage, if a bar steals soccer, there is sympathy? If open source people expect (and enforce) licensing for software, how is it consistent that a bar owner is reselling soccer content (i.e. using it to attract customers,) is justified? The idea that people wouldn’t watch it otherwise is ridiculous — they’d seek out a bar that has it. So in this case, this is a direct loss of revenue to the producer of the content.