I think this is a stupid idea. If they really want to curb piracy, I don't think bargaining on the good-will and morality of the internet will be the way to do it. They are not creating any negative consequence to piracy, thus why should anyone stop pirating? To stop something, you have to either make the alternative more enticing, or impede greater penalties to the act. Which is why I do like the following statement:
“We believe people will ultimately pay if they can get what they want, how they want, at a price that’s fair to them.â€
THIS is how you will fight piracy. Not by strongly worded letters, but by creating a better platform for people to watch, stream, view and play what they want, when and how they want.