While I'm glad to see this, I still think he's missing the point. The part where he asks people not to steal his stuff is unnecessary. Of course this will be passed around by friends and pirated on P2P networks. But: the pirates don't count, his customers do. If there's one pirate, how much money do you make? $0. It there are 1,000,000 pirates, how much? Still $0. So don't sweat the pirates. This new system is good because it gives the producers control, and a much more direct relationship with their fans. It's really got nothing to do with levels of piracy.
Steal in that context is a powerful word as it blatantly suggests he already accused all customers of being a thief of some sort. Not only that, he is trying to guilt people into buying his product with the follow up sentence, "why would you steal from a vet".
I think you should re-read the post with the mindset that he is, after all, a comedian. Sure, this is an issue we all care about here, but there's no need to be overly serious about the tone of Jim's post. He's trying to come off as funny.
