I know from experience that I make more money when my content is not easy to get for free.
Examples: 2009 I spent hours and hours and thousands of dollars going after a site named wp-board.com. I got it shut down and you can read the entire story here:
http://wp-board.com/
Within 60 days I had broken my all time sales record (most active subscribers at one time) by at least 500 members and I managed to retain those members a long damn time.
I also made almost $200,000.00 in settlements - 1/2 of which was given to charities.
I have 2 guys that are still paying me monthly on settlements, and are active paying subscribers!
Fast forward to summer 2011. I found a forum with my stuff - full site rips and every update posted. I was able to get a few real names and sued guys (Google: James S. Grady VS. )... as soon as suits started that forum, and two others, took down sections / posts related to my stuff. Days later, I could watch sales climb.
Both years I had done nothing else (no promos, no discounts, no ads) that would cause the increased sales. All I did was cut off the source of free stuff.
For me - its not about thinking it will be like the glory days if we can kill file lockers. They are gone.
Its about improving today and making them as good for business as possible.