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Publishers don't make any money stopping games pirated in Asia or Russia, because they don't sell those same games in Asia or Russia anyway. So even if they stopped piracy, they wouldn't see their cashflow suddenly jump.
Valve sees that, and wants to use digital distro and Steam to break into those markets, and for one, I'm proof. I got into Steam with HL2, and even as pirated copies of same showed up in local stores (you had to copy the entire game, file for file, off the disc and into your Steam folder, then launch the exe manually), I still bought from Steam because the price was usually lower and I didn't have to travel to a stinky mall to get a dirty disc with the CD key hidden in a text file.