Their strategy IS to be the bad guy.
Ask any record exec over 35 and they'll tell you people have always hated record companies. Heck, the artists themselves bad mouth the record companies and always have (James Taylor wrote a whole song bashing record execs in the 70s: http://tinyurl.com/49greg6).
So the strategy is to use that. Let iTunes, Pandora, Mog and the rest be the good guys. While the recording industry uses the RIAA to punish anyone who dares pirate with fees outrageous enough to make $10 a month seem like a gift.
One thing record execs realize that most of the general public doesn't: They have an unregulated monopoly. For example the law treats hiphop music like it's all one product and so it's held to the law in that way. As long as there are multiple hiphop record labels there's no anti-trust issues. But that's B#llS#it. If you love Eminem than you want his music and that only comes from one label. And if that label can force you not to pirate than they'll get your money no matter how much you hate them.