They have no fucking idea.
In the pirating/cracking community, we're seen as evil because we're helping DRM exist and we're ensuring people make money out of games
To a minor extent, but no – They're seen as evil because their software significantly lessens the end product. Why the fuck would you play a new $70 game that runs like shit on your machine because the publishers rammed in a bunch of trash code to annoy game crackers, when you can just pirate the game with all the trash code removed and have a much better experience?
The ethics situation aside, until they can solve that issue and prove that it's actually solved outside of useless press conferences, they aren't going to gain any good will.