Digital products don't cost anything to produce many copies of for sale. That's why they can have many deep discounts through the year.
"Piracy" word is unfitting actually but it's overused by distributors. "Ownership" is unfitting too, but it comes to mind by default when we talk about paying. You either receive a product that you can use indefinitely or a service that you can use indefinitely. That's about it.
Problem though, is that products almost consistently aren't delivering on quality expectations as of lately. Or they contain some artificial restrictions/defects that impact the product value in end users' eyes. Or they can randomly stop working at all. The list can go on.
In the end, it's not that pirates don't want to pay for stuff. It's that they are not allowed to pay as little as they deem adequate for the quality of the product they get.
The ultimate reason behind everything is people's wish to be able to use stuff they paid for. Indefinitely where possible. And because the product is good enough most of the times.
Piracy was never stealing, because potential purchase can't be stolen since it's not happened yet, and any pirate using a product without paying for it can be equal to that potential purchase. The new catchphrase is just a convenient way to remind distributors that they need to provide on value and quality and stop blaming someone for their failure to meet their financial goals.