Haven't read the paper, but just based on the article I'd be curious to see the affect on blockbusters compared to say, their rotten tomatoes scores (or whatever). It'd be interesting to see whether the opposite of the reasoning applied for the smaller movies people may not have heard of ("I saw xxxxx, it was great you should see it") applies to the blockbusters with a lot of publicity and promotion behind them ("Yeah, I downloaded xxxxx, it was dreadful..").