There's been a recent push to get college students used to the idea of paying for music, whether it be per tune or on a subscription basis. This paragraph says why.
"If kids build a habit to not pay for media, that is a habit that will persist maybe for their entire lives," said William Raduchel, chief executive at Herndon, Virginia-based Ruckus Network and a former executive at AOL Time Warner.
Enculturating consumer behavior early and often.
In short, lawsuits as a punitive measure only go so far. Their strategy has adapted to incorporate the positive element of encouraging the desired behavior.
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