"For the most part, people who are uploading videos are fans of our movies. They’re not trying to be evil pirates, and they’re not trying to get revenue from it."And it's usually free advertising of the product. The key is to prevent people from collecting ad revenue from the videos they post, and the linked article explains how the copyright owner can — instead of demanding that YouTube take down a video — "claim" it, run and ad, and collect ad revenue. 90% of the owners choose this option.
This sounds good, but I think it may lead to disabling embedding, which hurts us bloggers — an issue that Jac discusses at the end of this post. You know, we bloggers are usually promoting the product too. We're fans engaging with your product.