" benefits for users of purchasing legal content"
Which they listed as... ?
>>> tumbleweed <<<
(Suggestions: piracy notices assuming you're a bastard, advertising and giving-them-money)
The sooner they realise Netflix and Lovefilm are currently their last best hope the better, until something more preferable comes along. We watch more Netflix in our house than 'grey-sourced' material by far. In fact entertainment from alternate sources is usually only employed as a last resort to catch-up TV where something can't be found via a 'legitimate' provider. Presumably if season X of program Y can't be found in the UK then someone somewhere decided they couldn't make money off the licensing which in turn means they're not losing any money if it gets downloaded anyway.
Oh and we skip the adverts on SKY+, too, rarely watching anything as it's broadcast.