Last week, London-based NetNames released a report entitled Sizing the piracy universe, which reveals substantial evidence that piracy of entertainment media increased substantially over a 15-month period of study. The author of that report is Dr. David Price, Director of Piracy and Counterfeit Analysis at NetNames. Dr. Price was kind enough to take about an hour of his time for a conversation via Skype. We discussed the report itself, of course, but also other issues related to piracy and digital distribution opportunities and threats as well as a broader discussion as to why people might want to pay attention to this issue. This is Part I of our discussion. Listen to Part II here.