[Hern]

They care due to the fact that the consumers are resorting to free content, rather than the need to pay ridiculous amounts of money for a given product.

Take Microsoft Office Pro 2013, priced at $599 retail. That's for one standalone PC. It's the greed of the Vendor (namely Microsoft In this scenario), that entices the consumer to opt for free pirated material- and rightly so.

Small decrease in profit, many people will and do pirate, they still will have many legitimate customers, so it's not a big deal imo.