They are misrepresenting themselves.
Further, if they really had free speech and helping suppressed peoples in mind, they would remove most of their infringing content and provide a platform that can't be attacked on grounds of copyright infringement.
TPB exists because people care about it. People care about it because it provides something relevant to them.
Why not be honest?
"We exist because people want Call Of Duty Modern Warfare 3 for free and we can help them"
Because they care about that.
I found the figure mentioned of 100 visitors from North Korea daily pretty amazing to be honest. I checked my own site stats and though there are visitors from 183 countries not one is from North Korea.
Pirate bay is not just movies. You can download plenty of books from it for free, university textbooks, philosophy, whatever.