People need to stop looking at it in terms of theft and crime.
If you aren't selling it, and its freely available, then people will take it.

Start selling it and people will start buying it.
You could sell dubplates made of solid gold and charge a thousand pounds each for them, but would it suprise you when people got hold of your music anyway? Would you call it theft, because you wanted people to buy your solid gold dubplate?

Its a silly example I know, but you can't make people buy something in a format they don't want.
Better off selling it to them in a format that they do want.
Labelling it all as theft, and deeming everyone to be a criminal just gets everything into murky waters.