This a clever marketing ploy to make people sympathetic to them, and make money from it. Long before movies and music were "pirated", games were. And now gaming industry have take over music and movies industries... facts are facts, and after this fact, there isn't on reasonable argument or any proof whatsoever to how piracy hurts. Piracy it's free advertisement and free addiction tool. Basically what we got here is an industry that benefit tremendously from piracy and now are greedily looking at the piracy numbers, and idiotically thinking that every download is a lost sale, like every person that downloaded would buy the game otherwise, and like everyone that downloaded won't be buying the game if they like it.
Seriously they made a game about making games, and in a "cracked" version players run out of money because of piracy... so innocent.
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