9 6 1 ), ▁American ▁M orm on ▁leader ▁and ▁university ▁administrator ▁Jerry ▁L . ▁Og les , ▁American ▁Ang lic an ▁Orth odox ▁bishop <0x0A> </s> ▁Lost ▁sales , ▁also ▁referred ▁to ▁as ▁lost ▁re venue , ▁income ▁or ▁profit , ▁is ▁a ▁term ▁used ▁in ▁the ▁context ▁of ▁Internet ▁pi racy ▁to ▁refer ▁to ▁sales ▁that ▁did ▁not ▁occur ▁because ▁potential ▁customers ▁have ▁chosen ▁not ▁to ▁buy ▁a ▁product ▁but ▁to ▁obtain ▁it ▁from ▁an ▁illegal ▁source ▁for ▁a ▁lower ▁cost ▁or ▁for ▁no ▁cost . ▁Fig ures ▁for ▁lost ▁sales ▁usually ▁assume ▁that ▁consum ers ▁who ▁use ▁pir ated ▁content ▁would ▁always ▁choose ▁to ▁purchase ▁the ▁product ▁at ▁the ▁market ▁rate , ▁if ▁the ▁illegal ▁sources ▁were ▁not ▁available . ▁ ▁The ▁content ▁industry ▁has ▁end ors ed ▁studies ▁con cluding ▁that ▁the ▁value ▁of ▁lost ▁sales ▁amounts ▁to ▁bill ions ▁of ▁U . S . ▁dollars . ▁However , ▁other ▁sch ol ars ▁and ▁free ▁culture ▁and ▁cop yle ft ▁activ ists ▁argue ▁that ▁the ▁industry ▁figures ▁are ▁gross ly ▁infl ated , ▁because ▁some , ▁if ▁not ▁most , ▁individuals ▁who ▁obtain ▁pir ated ▁copies ▁would ▁not ▁have ▁purchased ▁the ▁content , ▁even ▁if ▁the ▁opportunity ▁for ▁pi racy ▁did ▁not ▁exist . ▁In ▁other ▁words , ▁it ▁is ▁dub ious ▁whether ▁most ▁of ▁the ▁consum ers ▁of ▁the ▁pir ated ▁content ▁would ▁purchase ▁most ▁of ▁at ▁all , ▁if ▁they ▁were ▁not ▁able ▁to ▁consume ▁it ▁for ▁free . ▁ ▁Us age ▁of ▁the ▁concept ▁Representatives ▁of