I'm not saying that they missed out on 90% of their revenue (though it's fair to say they lost out on some revenue). Rather, they did everything right: a fun game that anyone can play, great press, broad distribution through multiple channels, and no DRM. And yet a huge audience still saw it fit to pirate their game.

It'll be interesting to watch the evolution of game distribution. Xbox and iOS are massively growing platforms that also bring built-in DRM that's significantly harder to circumvent.