This is almost funny to me, because in many jurisdictions, software companies sure invested a lot of effort into painting people copying software as thieves. In Germany, they (the software producer lobby, and later politicians influence by the former) even coined and spread the term "Raubkopie", which you could roughly translate as "robbed copy", i.e., that's one step worse than "theft", as a robbery in Germany legally means " theft accomplished by force or intimidation". So, yeah: like putting a knife to the throat of someone while you copy the software.

So, after literally decades of investing into advertising campaigns, lobbying to politicians to pass harsher and harsher laws against software "thieves and robbers", now that big tech are doing it, suddenly we are supposed to consider it with more nuance?

Ahhh... no thank you sir. I really enjoy them drinking their own kool-aid.