That's easy to say, but what can they actually do that provides a better service than piracy at this point? They can't compete on price, number of shows, or quality of shows with piracy by a long shot. They can potentially provide a better ease of experience with quick downloads and casting, but they already have that and I don't know that it can get any better.
As a general rule, I'd assume more piracy means less money into an industry, and less money in means fewer and less risky products that appeal to the lowest common denominator.