Bobby Flay is a chef who owns a couple restaurants. He goes on the Food Channel and becomes popular. He writes cookbooks. His cookbooks are wildly popular and sell very well.
Suppose he were to skip the free exposure on the Food Channel. No one knows who he is. No one buys his books.
Pogue is relatively well known for a tech writer because of his NY Times gig. But the more name exposure he can get the better for his book sales. Those pirates are helping him in that regard. They're spreading the word that he's a reliable information source on tech topics.
Someone may get one of his books free and be impressed with him and his presentation. That may be the reason that they purchase his next book.
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