I see this old semantic game blooms anew on Slashdot. "It isn't stealing". Fine. It's fraud. Don't worry that your reputation is shot and/or somebody else is trading on your good name. It isn't stealing. Oh... the victim feels much better now.
I don't understand; what are you complaining about? You're correct. It isn't theft, it is fraud. So why call it theft when it's clearly something else?
If you call it by the correct name, you'll get community support, even among the "copying is not theft" crowd. OTOH, if you call it stealing, then you'll get mired in a gigantic semantic dogpile as hundreds of people re-litigate what constitutes "stealing."
We don't even need to raise the "Is it stealing?" question in this case. It's clearly fraud. So call it "fraud." Geez...