I never assumed anything. I was making the point that the media industry assumes things.
To clarify my previous point:
I buy a game from a store. Store has paid for that copy, I have paid for that copy. Media company happy.
It get stolen from me. Store isn't bothered, media company isn't bothered, I'm unhappy.
Now, I receive a copy of a music CD from a mate because he thinks I'd enjoy them and I haven't heard them yet. My friend owns a copy, I own a copy. Potentially, the band now has an extra fan but most likely I'd never have purchased the album. Simply because I didn't know about it. Yet the media industry will be butthurt that they lost a sale (That they shouldn't have accounted for because I wasn't a fan beforehand).
That is why I used the word MAY a lot. The person MAY not have purchased it. The media company MAY not have ever had the money they claim to have lost.
The same goes for games to an extent. There are people who are HUGE fans of FPS games who likely own most of what is on the Steam marketplace, Halo, Bioshock, you name it. Then a friend suggests they try Fallout 3 or Halo Wars, they're not quite FPS games but they have some bits he might like. He MAY go and buy one out of money he'd set aside for another FPS because it got delayed. He MAY not have that money to set aside. He MAY not want to risk buying something like Halo Wars that is definitely not an FPS. If he's in the seeming minority who don't know about torrents he MAY just skip the games entirely. Otherwise he MAY pirate it.
The media company MAY not have received any money from him if piracy was impossible, yet they'll still scream lost sale. And yet, this pirate MAY have found a sub genre he actually enjoys and MAY now spend money in this genre as well. He MAY have found a series in a genre otherwise too slow for him that he enjoys and MAY seek out others in the genre with a similar pacing. Who knows?
I've seen this very thing with my brother. He adores FPS games, but otherwise would never have played Fallout 3 because it appeared to be an RPG. He now adores it and has not only bought Fallout 3, he's also bought Dark Messiah of Might & Magic since then because it too looked like an RPG more than an FPS game (it is, but he still enjoys kicking people into spikes).