They never have believed their own bullshit
I learned this whilst punting an anti-counterfeit solution in 2001. Couldn't figure out - initially - why, if counterfeit (inc piracy etc) was "costing" global industry anything like the $800 billion a year some of them were claiming that they were only prepared to spend - globally - a couple of billion.
An accountant eventually made it clear that while they use the full retail value of the "stolen" goods to project the alleged value of losses, when it comes to investing in countermeasures, they make a much more realistic estimate of actual additional sales they might achieve if counterfeit became physically impossible and, surprise, surprise, their most optimistic forecasts suggest that - if nobody could counterfeit anything, ever, sales would only increase by a few percent and some producers would actually risk a major haemorraghing of their "market share".
Microsoft (and other software manufacturers), for example, could easily prevent counterfeit by requiring validation every time you go online. They daren't do it for a mixture of reasons, like privacy implications and service reliability but these are actually quite trivial to fix. The killer reason was their recognition that their 93% share of the desktop market would plummet to less than 50% and Linux, BSD and other free OSs would soar. As the real value of windoze is as a platform for their other apps and global software domination program, preventing piracy would actually be a major shot in the foot...