They hire a company to put up fake copies of popular movies, music albums, and TV series. They even use pirate like filenames such as “Battlestar Galactica S03E07 REPACK DSR XviD-ORENJi” and “Miami ViceDvDrip[Eng]-aXXo“.
This is very sneeky. Becareful everyone. I just had one of my friends tell me the other day that Time Warner Cable shut down his road runner cable service because he downloaded a movie and he had to sign a agreement. So either buy a really good firewall, or download files from somewhere else.