This wasn't about money. This is about using scare tactics to get people to rethink what they are doing. Cops do the same thing on highways: they sit there to make you slow down.
I realize this will not stop every person who downloads media illegally, however even if it stops 80% that is still a win for the industry. People complain about the costs not being used to benefit the consumer/industry, however, if the media was not stolen in the first place that just might happen!
Massive downloads with little retail sales will make companies cry pirate and force more restrictions on the consumer without putting anything into their product. Companies will think that their product is desireable but people just want to steal it not buy it. Negligible downloads with little retail sales will make companies rethink their product since it obviously isnt popular.
RIAA: personally i'm not agreeing with the tactics they use and the charges they inflict on the industry, however, without them who would be left to police the industry? If you want them gone then respect the laws.