As I think was mentioned, Valve CEO Gabe Newell said, that the only way to stop piracy is to offer a better product.
Which is what extras on DVDs and special editions etc. are for.
They could also make it cheaper, coz they're way overpriced.

The analogy made wasn't exactly the same Xei, but the point is the same. They have to adapt to new technologies or die.
It's as simple as that.