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It's basic branding principles, similar to street artists who put their work out there for free to get people interested in paying for it later. Like Shepard Fairey and his Obey campaign which is now a clothing brand.
It is interesting to apply those principals to adult, though, I don't think it would be sustainable.
The main problem I have with piracy is the hypocrisy about "sharing". It is a big business, and the worst kind of business. One that exists only to make money off other people's work with no creative initiative.
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