Uh oh, Chris Dodd just clued us in on what the new strategy is for fighting piracy: don’t say it’s thievery.

He knows that the campaigns of passing laws like SOPA, PIPA, ACTA and CISPA have all gone over like lead balloons. Perhaps he doesn’t want to believe that file sharing doesn’t hurt the studios’ bottom lines, but the numbers don’t lie.

So what to do? Rebrand. But how do you do that when you’ve been pushing the copier-as-thief meme for over two decades? It’s going to be tough to counter your sworn arch-enemies by saying they are perhaps just a little bit right, no matter what sort of covert PR campaign you’re planning next. Somehow, I don’t think that approach is going to help avoid an eventual lawsuit and further embarrassment if Kim Dotcom doesn’t go to trial.

Honestly, I think Chris Dodd’s days as head of the MPAA are numbered.