It doesn't matter what the publishers do. Pirating is part a cultural problem. The only thing the publishers can do at this point is make things worse and push some customers into pirating who normally wouldn't which is what pretty much all DRM measures tend to do.
The other group, well some of them don't even realize what they are doing is stealing. I talked to a young man the other day, one of my cousins, who talked excitedly about how one of his friends is getting all these 500 dollar apps for free once he jailbroke his phone. Well first I asked why he wanted this app supposedly worth 500 dollars, and he didn't know what it even did. Then I asked him if he realized that these apps aren't free, that they're not coming out of itunes directly because you pay for itunes, and he didn't seem to know that either. His friend is getting them somewhere else, and he wanted to know if i would jailbreak his phone for him. He's a smart kid, just not into tech stuff, but I said know. I said I didn't have a problem with jailbreaking these things because I think it's pretty silly they're limited as they are, but if he wanted it jailbroken, he'd have to have his dad's permission, still a teen here, and a better reason than pirating a bunch of apps he doesn't need or want but can get because someone tells him its 500 dollars. That or he can figure it out himself of course.
Ignore the pirates. Most games out there have a 90% something pirate rate. So what. The good games still get paid for, and the really good ones still get a lot of money. MW2 had a lot of piracy but it still raked in a lot too.
It sounds to me like he's in that phase where it's "the cool thing to do" to be rebellious. We've all went through that stage at one point or another in our younger lives, I know I did. For different generations it's different things. Back in my day it was smoking weed in the woods or throwing rocks at semis and other stupid crap like that. With today's generation it's internet piracy. The thing that scares me about it is some people just never grow out of that stage later in life and they don't develop the same sense of moral values about it that most people would have. Stealing is stealing but it's not seen as stealing because the people being hurt are "faceless" corporations that make millions. Most pirates think they're sticking it the true evil people in the industry like Bobby Nodick..er I mean Bobby Kotick, from Activision. They don't see though that they're hurting Indie guys like Brad too and that it's companies like Stardock that are the only thing that stands in the way of Good Games being made or a bunch of mass produced crap spit out just to make a quick buck.
I also think in the long run the companies are going to lobby and make it so the government locks down the internet in the United States just like it is in other countries like China or with bandwidth caps like Australia. For some countries out there that's the way they've always had internet service but it's not the same way here. I'd be really pissed off if my connection ends up with caps on it or the government wants my ISP to watch every little thing I do online just so some Hollywood movie maker gets his 8$ per person and people can't watch his crap for free.
Someone earlier in the thread said piracy keeps the DRM companies in business and that if they wanted to they could end piracy. That would be true in the sense of "Game" piracy maybe, but not with a lot of other kinds of piracy. We notice it most in gaming because we're gamers, but it's also just as big a problem for the music and movie industries as well. It's our entire "Entertainment" culture that they're going to end up locking down. No one will have access to anything without a constant online connection, at least two credit cards, and all the companies involved getting a constant stream of money right out of your bank account. I think eventually there will come a time when the American people are either going to have to stand up and demand that the internet remain open and "free" or the whole "online experience" , including games, tv, movies, music, is going to be drastically altered for the worse. The customers are going to end up getting screwed over big time and we're going to loose what little bit of anonymity we have left.
Of course that's a worst case scenario and probably not something we're close to any time soon, but if enough money is involved it could definitely go that way as technology changes. Imagine what it would be like if the ONLY way you could ever get a PC game was to belong to a service like "OnLive" because they didn't make games people could buy in stores anymore. Why won't they make them? Because people can take them home and rip the files off it and put those on the internet. If Everything was set up like OnLive, the consumer would never have the actual game files on their hard-drive, and hence never have anything to "Copy". Sounds like hell to me. I'd never feel like I actually own any of my games, and I don't like that thought, not at all.