they may or may not lose up to 10% of potential incomeI want to remind readers that this 10% (or <=10%, as you just phrased it) is a made-up figure.
what if i made the assertion that, in addition, 10% of people who pirated something will also legally purchase the item they pirated?
If you backed up that assertion with hard evidence, and demonstrated that this effect outweighs the loss companies sustain from piracy, I'd take you more seriously.
Are you claiming that these companies overall make more money because of piracy? Software and media companies are diverting hundreds of millions of dollars of their budgets into anti-piracy measures. If piracy didn't drain their profits by at least the aforementioned hundreds of millions of dollars, why on earth would they throw away so much money into something that reduces their bottom line (and annoys me and other consumers, therefore making us less likely to buy their products)? These companies might be capitalistic, greedy and [insert adjective here], but they're not dumb. Follow the money.