My suggestion is we explain the situation to people openly and frankly. We're in a very odd situation where consumption of books and ebooks is very popular. The problem is getting people to pay for it. They're obviously going to pay less but as long as a good proportion do pay there's the basis of an industry. The hardened thieves will never change their ways but I do think most people accept they'll pay a modest sum for what they consume. 

Actually a lot of the pirated copies are far from perfect. I downloaded one pirate version of my latest hardback yesterday out of interest. It had been converted into lots of different formats, pdf among them, and was clearly done in a very cack-handed manner (apart from the version which is the original of course).  