People don't buy bottled water for the bottles, otherwise they'd throw away the water, and keep the bottles. Instead they keep/use the water and throw away the bottles. The water is what they pay money for, you can get that for free at home.
OK, I'm sure there are counter-examples to just about ever rule. However I think it's accurate to say that the vast majority of the population buy bottled water for the water, not the bottles. My point stands.
Free water from home tastes worse. Making the analogy, if they want to sell content they need to give extra quality than "illegal" download. Cinema large screens, live concerts, etc. I cannot see another way.
