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The kind of piracy that companies are worried about is individuals who sell pirated games (after all, if someone bought a copied game how far away from buying a legitimate copy are they?) followed closely by an individual who downloads a game off of the internet (1 sold copy can allow 10,000,000 people to play a game). The threat of piracy from someone borrowing a friend’s game or from renting a game are small being that they can finish the game without buying a copy if they borrow or rent the game anyways.