Only people lacking in their own morals will pirate, in which event simply proves them to be hypocrites. I would hope that anyone wanting to truly make a point would just boycott buying it and not play it rather than pirate it.
I expect a lot of people to come out saying they will pirate (as in the replies to jims video), but probably only a fraction of them to actually do it.
The one time i have justified piracy is when its due to lack of legal availability e.g. if its no longer possible to buy such content.
A refusal to buy on epic store because of principles doesnt quite meet the above requirement, but been honest I would rather people pirate epic exclusives than cave in and buy from that store. I guess I am a hypocrite. Of course I am also ok with them waiting till end of exclusivity and buying from steam which would be my preferred outcome so steam stays afloat and a message is still sent.
My opinion of certain publishers has nosedived, especially when the metro publisher said if you dont like it we will simply quit the PC market altogether, thats the type of comments dictators make.