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Seriousness of the percentage also depends on whether anyone is trying to sell something to those people at all, and whether they can reasonably afford it.

If someone is pirating Office in Azerbaijan, but MS doesn't offer the programs themselves, or via a distributor, then MS isn't losing anything because it would have never made anything. 100% of that irrelevant population are less of a concern to the company than the 20% it may have in the US. If they offer it but it costs $200 while a reasonable monthly income is $400, it's also a lost cause for personal use.