I'd rather support something I like then "rom it up".
If you download something and like it enough, or keep reading/listening to it, then buy it.
If you don't have much money then pick what you buy.
I download One Piece chapters when they come out, but I buy the mangas.
Hell, I use to buy the Japanes Shounen Jump every week for like a year, back when I lived near LA. I'd buy it and go out to lunch with my boyfriend. It was like 4 bucks.
You don't even have to buy EXACTLY what you downloaded. Just something or another to support them. Japanese DVD's are pricey so I buy manga/figures/art books/etc.
I realise not everyone is as well off as me, but I'm sure they can spend a few bucks every now and then.
The wii download games are cheaper then the orginal's price. I'll be downlaoding the Kirby's, Mario RPG, and the Zelda's.