I think a lot of people do it openly - which is the probably a reason why the ISPs have been drawn into this. In the UK, downloading films and games, etc is pretty much not seen as a crime by the public. It's seen as a similar crime to parking on double-yellow lines (ie illegal parking), or dropping litter. I don't think it has the same recognition as stealing a game/film from a shop. Personally, I think parents are unconcerned that their children download illegally, but would be unhappy if they were caught stealing from a shop.
Basically, people need to change their attitude to the fact that theft is theft.
Basically, people need to change their attitude to the fact that theft is theft.