To understand a people, study their underlying motives.
In a GoogleTalks video, Cory Doctorow said that in general, people between the ages of 18 and 34 are cash poor and time rich, while people 34+ are cash rich and time poor. This means that the first group of people will go to ludicrous lengths to avoid having to pay for anything. Meanwhile, the second group doesn't have time to figure out ways to avoid paying for things, plus they can easily afford to pay for whatever they want, and so paying for things is a non-issue.
He was talking about digital media - music, videos, games, software, books (pdfs), etc. I'm thinking it could be extended to many other aspects of life as well.