the real issue is consumer mindset
With hotmail, gmail, flickr, facebook and so on, consumers are used to getting something for 'free'. With p2p filesharing, this experience is further enhanced that you can get (nearly) anything for 'free'.
And with all this 'getting' comes (insidiously for service providers) a sense of ENTITLEMENT. Somehow, the industry (or guvmint, or whoever) is going to have to get it into consumer minds that you get what you pay for.
As with antivirus, phishing mails, patching your windows install and so forth, this looks to be a long, slow battle. I wish us all luck.