[Dylan16807]

By the time the DVD is licensed and produced and shipped and put on a shelf taking up space, that's most of the price tag accounted for.

Even if you used the wholesale price for theft, it wouldn't make a big difference. There's a real burden there that's very close to a lost sale even if it's not actually a lost sale.

With piracy none of those costs exist, and any costs that do exist are paid for by the pirate.