I want to weigh in here with these two thoughts...
While they may never have bought the original product, they are still using a pirated version, thus benefitting from the work of another person without giving said creator anything in return (except perhaps free advertising).
Also, the time they spend playing/using said product would have to be spent playing/using something else if they did not have the stolen product, which equates to lost sales of some product for someone, somewhere down the line, unless they spent that time doing nothing at all.
Just a couple of deep thoughts from an occasionally shallow person.