This seemed inevitable. Season 4 of Game of Thrones debuted this week to record viewing audiences in the US and in Australia. Unsurprisingly, those records flowed on to the amount of people “illegally” downloading the episode via torrents. Foxtel, who worked very, very hard to ensure that you had to go directly through them – and only them – if you wanted to watch the show legally in Australia in any sort of timeframe that resembled its actual release schedule, are not happy about this whatsoever. In a post on Mumbrella that more closely resembled an extended sales pitch more than anything, Foxtel’s director of corporate affairs Bruce Meagher admonished all of you and your wicked ways. How dare you do that thing you did when Foxtel is here to provide you with wonderful value at only thrice the price you were paying last year through iTunes?
Meagher’s diatribe begins by comparing your theft of an episode of Game of Thrones to the theft of a Ferrari: “(it’s) like justifying stealing a Ferrari on the basis that the waiting list is too long or the price is too high (maybe it’s because you don’t want all of the features).” Which is patently untrue. A more accurate argument is more that it’s like stealing a Ferrari because you’ve got the money to pay for one, and you’re happy to buy it now, outright, but the only Ferrari dealer in the country won’t let you buy one without also paying for a Lamborghini, Porsche, Helicopter, a set of golf clubs and an AT-AT Walker as well.
Meagher’s rant continues with a perfectly balanced sales pitch extolling the virtues of Foxtel Play. For example, did you know that you can register it on three devices and watch on two simultaneously? That means if you’re watching on two already, the third is more or less useless! It’s having dial-up internet and yelling at your 14 year old sister to get off the phone so you can chat to your mates on MSN Messenger all over again.
But, ultimately, Foxtel’s model – which, by the way, one of the cast members’ of Game of Thrones
called “archaic” – is relatively cheap. If you ignore how much it cost last year when it was available directly via iTunes. ($35 a month over 4 months via Foxtel vs around a flat $35 season subscription through iTunes). But still, you shouldn’t torrent. Even though HBO
doesn’t really care about it too much.
Meagher’s argument closes by stating that, ultimately, it’s “an argument at the margins about a few dollars.” But it’s also an argument of choice. By removing choice on the behalf of the consumer, you back more people into a corner. People, largely, are willing to pay for the things they love. But if you don’t listen to what the consumers want – or worse, take it away – it should not be a surprise when they turn their back on you.
Photo: Timm Schamberger via Getty Images.
