There are 4 types of copyright infringers:
A. Someone who would have purchased, downloads illegally, and then still purchases.
B. Someone who would not have purchased, downloads illegally, and then purchases.
C. Someone who would have purchased, downloads illegally, and then does not purchase.
D. Someone who would not have purchased, downloads illegally, and does not purchase.
Only C is a lost sale, yet media companies will say the sum of all 4 are lost sales in their predictions, as 1 download = 1 lost sale in their eyes.
And of course they conveniently ignore B, as that would actually highlight how flawed their business model actually is.