I’ve always heard it referred to as infringement, in a legal context. I’m sure game publishers (and music, film, etc.) would like to equate it in the public mind with common theft of physical goods, but it’s all just propaganda.

We’re just playing games with words at this point. The law is pretty clear, that distributing a copyrighted work such as a copy of a video game is illegal. I don’t know why people like to repeat this line, that “if buying a game isn’t owning then piracy isn’t theft.” Maybe it is a moral/ethical argument? It’s not going to help you in court.

I think it’s more so that the kind of people contributing to these projects are on balance not that interested in doing the marketing work.