It was pointed out a long time ago that the big gap is not between £1 and £10, it's between £0 and £1 - most people already downloading illegal stuff will continue to do stuff as long as legally it costs anything at all. Very few people download illegally because the prices of legal stuff are too high, no matter what they might protest in public.
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It costs about £10 for rapidshare, usenet subscriptions and torrent site "donations". Add a seedbox, VPN and whatever else and many people are spending £20+ a month on piracy.
20% peak internet traffic in the US (up to 95% in Canada) is Netflix downloads and they don't even have much good content. There's a big demand for it.
http://gizmodo.com/#!5672618/netflix-completely-dominates-the-internet-in-canada
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