[angrycoder]

People who want to consume media and are willing to pay money for easy access to it aren't their target market?

[MatthewPhillips]

People who are only willing to pay half of the market rate are not their target customer.

[mindcrime]

Maybe what they think of as "market rate" isn't justified by any fundamentals, and will continue to decline as people become more aware of the alternatives? Especially if people find illegal/free downloads via bittorrent to be more convenient than the legally available services.