Borrowing is timeless, as old as human civilization. Borrowing books, music, movies, etc. Translate borrowing to computers and the internet and you naturally get "piracy". Thus, borrowing, a fundamentally important foundational aspect of media consumption throughout history, has become indistinguishable from stealing in general terms.

Some people are so invested in outmoded business models that they are in denial of this phenomenon and wish more than anything that through some legal or technological trickery it can be made to go away. Others have been more pragmatic and chosen to accept it and to figure out how to live with it.