They don't have to make that stuff. They can try to find something else to do instead.
Again, I know this analogy isn’t perfect, but what you’ve said is not all that different from telling a shop owner who was robbed that maybe he should do something else instead.
A more suitable analogy would be to a bookstore owner who's struggling because of (legal) Kindle downloads. Sucks for him, but time marches forwards. Perhaps he should partially convert to a coffee shop or similar.