I choose the books I buy, from Anna's Archive. I choose the comics I buy from readComicsOnline. I choose the [european] graphic novels I buy from #WONTTELL. And I am one of the best customers of these 3 physical shops, in my town. So sure, I don't buy the latest trends based on ads. I investigate a lot to buy GREAT stuff. Sometimes the shopkeeper has headaches to find the obscure stuff I discovered online that NOBODY…
It's a really good trade-off. I would never have gotten into these comics without piracy but now if something catches my eye, I don't mind buying on release (and stripping the DRM for personal use).
Most of my downloading is closer to collecting/hoarding/cataloguing behaviour but if I fully read something I enjoy, I'll support the author in some way.