I've spoken to software devs who (kind of) liked their software appearing on filesharing sites - it was validation that they'd made something worth being cracked and pirated.

Coelho's points are definitely interesting but it seems to hinge on the digital/physical separation of products and how we currently value physical stuff ("to download my books [then] buy a hard copy", songs on the radio / buying CDs)... I guess that the real test comes when you're saying "download my book for free, then if you like it, download my book for money".