The obvious is to simply bring the price down to a reasonable level. If pirates can copy and distribute a DVD for free, then there’s no real way for Sony to justify selling it for $50. That’s not to say they can’t do so, but the discrepancy is so damn high that people simply can not see any justification.
Quite frankly the best way these big players can discourage *me *from piracy is not to act like arseholes. As you say, the actual morality of the act is so minor as to be morally neutral. The only person actually acting immorally, rather than illegally, is the person who first cracks the media, since they had an agreement with Sony not to do so. When I download their copy, I am not acting unethically at all, since I never had any agreement with Sony. From a purely moral perspective, Sony relies on me feeling empathy towards them and feeling like I shouldn’t knowingly help someone else lie to them.
The problem is that these big players are corporate arseholes. Sony installs spyware into people’s boot sectors that opens them up to hackers. No permission asked. Disney, who made their fortune interpreting 80 yo literature like the Grimms and Verne into film, extend the copyright laws so their own works can never be interpreted ever again. All of the arseholes force me to sit through bullshit warning before I can even watch a DVD that I legally purchased. CDs that I buy can’t even be played on my computer *until *t I illegally rip them and play them as MP3s. All them go to great lengths to be utterly faceless entities where nobody can be blamed for anything that goes wrong. And the list goes on. They have not just lost the moral high ground, they have lost any sort of goodwill that I might have felt towards them. And so long as I know that they are arseholes who are trying to screw me over, i am not only not going to help them defend their contracts, I am going to actively assist those who do so.
The reforms that are needed are compromises and public relations improvement. Allow Mickey fucking Mouse into the public domain the way that Sherlock Holmes was. Disney has done shit with him in the last 30 years anyway. Stop trying to force people to do what you want by inconveniencing them at every step. Try to produce some loyalty and goodwill towards the brand and I may actually stop and think about the morality of knowingly assisting someone to break their contract with them. But while they act like arseholes with absolutely no respect for my rights or my property or my ability to maximise my profits, I am stuffed if I can see why I should have any respect for theirs.
Ultimately, this shit started at least 30 years ago, when the Big Boys had the upper hand and started treating customers with a total lack of consideration. Now they are losing a little ground, and instead of asking for a ceasefire and a compromise, they keep wheeling out bigger and bigger guns to use against “the enemy”, and they wonder why the war goes on.
Ultimately, until they stop treating me like the enemy, I am not going to stop acting like one. Until they act like respectable corporate citizens, I have no inclination to treat them with respect.