Peter Suber at Open Access News has an excellent post on the language being used when discussing copyright infringement of textbooks. I personally prefer what I have in the title of this post; results may vary.
We have been through this with digital music. Music publishers and distributers were all up in arms about downloading music, but now they have come to see that the paradigm is shifting and what was needed was a change in their approach. People will follow the rules, generally, as long as those rules make sense to them.
Watch for the misuse of language on both sides of the argument, and remember that the movement in publishing is towards open access and digital downloading. The sooner everyone understands this and adapts, the sooner people will get what they want/need at a fair price, and publishers will make a fair profit.