I think this kind of thing is actually really important. People don't want to admit the rampant rate of piracy. This often comes up with respect to Tipjoy in

I think this kind of thing is actually really important. People don't want to admit the rampant rate of piracy. This often comes up with respect to Tipjoy in our plans to expand to payments for digital content. While we're going to be flexible in mandating payment for those merchants that want it, I'm really interested in the voluntary payment side. Potential partners often ask about our payment rates, and I usually then ask about their payment rates. What percentage of people consuming the content actually bought it? I doubt they actually know. Considering only a few percent of music on ipods is purchased in the iTunes store, I wouldn't be surprised if voluntary payment increased their effective payment rates.