I didn't say it only counts when it comes to the gaming industry, it counts in downloading films, music and games, and I'm sure other cases. using images on the internet however IS different, and doesn't put people out of business. You know this. So you can use all the jargon you like, but it'll never be the same. I can sleep sound at night knowing I'm not stealing from any game developer, can you? Likely not.
A misconception about piracy is, its not piracy when the developers are not losing money. Copyright infringement is copyright infringement regardless if the developers are losing money or not. Yes you can argue the level of piracy is different. But a small pirate bashing on a big pirate still doesnt have much ground in ethics and reasonings.
Dont tell me you say this to your professor, "uhh the author of this article is not losing money, so its not piracy and I dont need to cite or reference him..."
That will probably get you a big fat F on your essay.