Joe and John are paying the cable company and the satellite company for the service they receive. They are merely reselling it...
The guy who was selling the DVDs ... well, he owns a digital camcorder small enough to sneak into a theater and taped the film off the screen. He paid for his ticket... he's just selling the experience he bought and paid for...
The cable and satellite companies don’t get paid for each person who receives the service provided by Joe and John, the studios don’t get paid for the copies of pirate DVDs sold. Apple got paid for each copy of OS X that Psystar shipped. Apple just didn’t like getting paid that way.