I was miffed when I read article featured in Digital Life (NST 31^st May 2005) regarding downloads/ piracy because it seems that the “giants” are victimized by ordinary consumers. I believe that the “download culture” is so rampant simply because we do not see (and hence appreciate) the value of the things we consume. For instance, we can bring ourselves to watch downloaded movies or pirated VCDs which have poor video quality but flock to cinemas to catch blockbusters like Lord of the Rings, the Matrix and Star Wars because “it is just different (experience)”. In fact, to some extent piracy is a means for us to cope with the lifestyles that are successfully fed to us by the entertainment industry. Rather than hauling everyone to jail or slap them with hefty fines, why don’t we tackle the motivation behind these acts of piracy which is fundamentally (though not exclusively) monetary in nature.

Sure, there are alternatives like Soundbuzz but until they become affordable (currently 10 songs are equivalent to buying an original album; so much for alternative), we cannot expect consumers to welcome them with open arms. Bundled software or limited movie tickets at lowered prices, encouraging consumers to buy second hand CDs or giving extra support for purchased goods are some positive methods to encourage people to go original. These can be found in basic marketing textbooks but where is the application?

Of course, attracting customers by aggressively lowering prices is unhealthy to businesses but it sure beats raising them on accounts of “increased costs”. As consumers, we are tired of such “excuses” because the very people that cite these reasons are experiencing increased profits. It is time for companies to show us some value. If something has got to give, I doubt that consumers will give in so easily.