"This also available in licenced version" plan

There's something sweet about Comcast's plans to pop up a message when it sees someone downloading an unlicenced track:

As sources described the new system, a consumer illegally downloading a film or movie from a peer-to-peer system would be quickly pushed a pop-up message with links to purchase or rent the same content, whether the title in question exists on the VOD library of a participating distributor’s own broadband network or on a third-party seller like Amazon.

How effective is this likely to be? There's two reasons why people grab torrents - because the content isn't available through licenced platforms; or because it is, but they'd rather not pay.

In effect, this is like trying to do home security by sticky-taping the Argos catalogue laptop page to the top of your Macbook.