Earlier quoted context omitted.
Very interesting comment. For me the line is profiting from the copied content/software. I am opposed to people selling pirated movies on the streets and not so to people downloading and watching them in their homes.
So, if I copied your startup (website, graphics, and name), and didn't make a profit on it (even if you were charging), it's okay?
On the other hand, someone that copies a movie is neither:
1) Claiming to be the movie studio that produced and/or distributed the movie.
2) Claiming that they were the producer/creator of the movie.
Comparing the two situations doesn't work because the only common factors are that copying happened and that they're both related to the nebulous term 'IP.'