Actually Paul, the consumer decides only in part - when mob rules mentality runs amok, everyone thinks everything is free. But that can change pretty fast, consider:
http://www.thelocal.se/18770/20090409/
The rules changed in sweden recently, that makes downloading music from pirate sites (like TP
risky - basically, you can be tracked down and found liable very easily now. Well, suddenly, paid downloadable music is seeing massive growth.
I wish some people in the porn business would wake up.