It only comes up if they've already tried to pirate it. It's acting on the idea of price discrimination; the person trying to pirate the software has shown a de

It only comes up if they've already tried to pirate it. It's acting on the idea of price discrimination; the person trying to pirate the software has shown a decreased willingness to pay for the product, so econ theory says to lower the price for just that person in order to maximize revenue.