Jupiter has just published a new European report on portable media player (PMP) owners and their media habits. Key take aways are that European PMP owners are twice as likely as other consumers to buy digital music but are even more likely to use file sharing networks to get music, and close to half watch online video. In short, European PMP owners are, as one would expect, avid digital media consumers, but their activity isn't neatly delineated between legal and illegal. PMP owners' media activity explicitly pulls on both the formal and informal sectors, all the more significant because the behavior types are established. Simply removing piracy is not the solution and will leave a usage-need gap. Rather the case is strengthened for developing content offerings that imitate some of the basic principles of file sharing and thus offer genuine compelling alternatives.