You can read about the Swiss and their government findings about piracy on TorrentFreak (they also link to the Swiss news article). This is the killer quote for me:
“Every time a new media technology has been made available, it has always been ‘abused’. This is the price we pay for progress. Winners will be those who are able to use the new technology to their advantages and losers those who missed this development and continue to follow old business models,” the report notes.
So clear, so easy to understand, and so true. This should be how any company approaches a new technology, as an opportunity to provide something new for customers, and not as a nuisance they need to try and squash so that they can keep their old business model around for as long as they can.
Is this pie-in-the-sky-unicorns-and-rainbows? Perhaps, but it is how I wish things were approached. Find value for new customers, not new ways to force customers to not give you money.