> I find it extremely hard to believe that most consumers have a strong enough moral compass to go out of their way to buy something they already have access to

I like the idea that consumers only buy stuff out of moral obligation.

Like if you went to your ethical friend’s house and saw that he had empty book cases and no art on his walls because he hasn’t yet been imbued with the requisite moral fervor necessary to buy anything. It’s hard for him to be sure what he’s obligated to buy or that he’s obligated to buy anything since it would be wrong of him to know what’s inside any book without buying it first.

And then you went to your no-good, dirty, downright despicable friend’s house and it’s full of books and art because for every 20 books he pirates he buys one, and because he’s just so darn unethical he pirates a lot of books