I think how precious people get about their content is down to
1. How big they are - the bigger the player the more they expect and even allow for some of their content getting stolen. They make all sorts of noises but cant afford to prosecute every little incident though u can bet that if Microsoft used one of RicosPhats movies on their next windows promo they would get their ass sued for millions!
2. Whether they themselves paid for the content in the first place or whether it came free from a sponsor or even from a source they cant remember!
3. Whether they stole it to start with
I expect people to steal a certain amount of my stuff, its all digitally watermarked and in some cases carries difficult to remove advertising for my sites. For example if somebody goes to
http://hunfreeporn.com/webcam/kermit.html and steals the picture to post on a website or email to all their friends I regard that as viral marketing.
Personally I believe that the old hacker ethos 'Data wants to be Free!' is whether we like it or not alive and well.
Just waiting for my digitally watermarked Spantaneous Exstacy picture set that got stolen by hackers from my members area to appear on a big commercial site then I will sue their Ass for megabucks. That got stolen before I even made it available to the members but I never did so that I can track it. So far my search bot found two pics from the set posted to a linkdump but the people concerned aint worth prosecuting.