Software is a consumer product. Nearly half of American homes have PCs, and average people use software every day. Heck, kids want it for Christmas. Which means software requires mainstream marketing methods. Including satisfaction guarantees.
Great brands have great guarantees.
Just look at Nordstrom. If software makers want to play in the big leagues, they need to do the same. Some have already figured this out. Just look at Intuit. You won't solve piracy by refusing to stand behind your products.