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In the early 2000s the massive surge of consumer piracy took (almost) everyone by surprise. Yet, considering the radical changes that digitisation brings to the economic nature of content, this phenomenon could have been foreseen. Now that digitisation is coming to physical objects, it is critical to envisage the changes that this will bring to the way we do business. To do so, this presentation reviews the failures and (occasional) successes of digital industries to tackle consumer piracy and provides insights on how piracy can be turned on its head to benefit businesses.