I wonder if they have done a proper pricing evaluation on these upgrades. It seems like most people will skip or not upgrade at all rather than pay $200 for the update. I would think a lower price such as under $50 would get a lot more people upgrading and in the end produce even more revenue for Ford/Navteq. They should even look to the lifetime subscription model offered by Garmin for their portable devices. You pay up front or monthly or even yearly, but marketing would be something like for only $4 per month you can keep your maps up to date. The time and effort and cost has already been invested to create the map data. Selling more DVDs at lower cost would net more profit than not selling DVDs at all.
In general, the reason people feel better about stealing software than hardware is that the copy is free. Yes, the content is costly and took a lot to create, but the copy is free. It costs Ford nothing when a person that WILL NOT PAY finds a copy somewhere. They haven't lost a sale nor do they have to produce new content or even a new DVD to replace the stolen one.
ps are the 'used' ones on ebay also 'stolen' as the person selling may have installed from the DVD and is now re-selling that electronic content to someone else? Basically they are keeping the copy and selling the original at a discount.