Kay, who says he is “100% behind the campaign,” argues that his site’s pay-per-view scheme “keeps a lot of content owners in business,” by offering a cut of the ad revenue to studios which upload their own videos and clips to the site’s system.

Just as the movie and music industries were forced to adapt in the face of piracy, becoming more user-friendly to win back customers who were used to getting what they wanted for free, Kay says the porn industry needs to change as well. “The industry needs to adopt ‘Netflix’ pricing,” he says, “of $7-$10 per month as opposed to the standard $39.95 monthly that you commonly see. We switched to this pricing years ago and are one of the few companies still flourishing.”