Piracy: ꜱᴀɪʟ ᴛʜᴇ ʜɪɢʜ ꜱᴇᴀꜱ

It's not "damage"
At best it's "potentially missed revenue"

But by calling it dammage, it sounds inherently like a crime that needs to be prevented. As if someone broke an accountants favorite pen or calculator. They'll have to spend additional money to replace the damaged item, actually costing them something. That helps them get law makers and enforcement on their side.

But potentially missed revenue sounds very different. That sounds like they have some marketing research to do, in trying to sell their product. Which is difficult to get sympathy for.

No wonder they chose the word "damage". And the news media goes with it, because they have a similar interest. Their also trying to make money selling raw intellectual property.