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In the conference Sunde says that he understands that piracy is a forbidden fruit of sorts. He states, "This idea has been discussed for hundreds of years. Not everything people do is good – people make Coca Cola and some people want it and some people don't, but we don't outlaw it."

When asked if piracy was like a cold Coke, he replies, "No, the Pirate Bay is more like sugar – it's bad for you but you can't stop using it. Bad because you get sued for it."

He also jokes about courting Google cofounder Sergey Brin to try to get him to change his policies. He states, "I would tell [Brin] he needs to change. I would make him somehow. I can be very persuasive – I don't mean that in a bad way, I can be very funny and make him like me, and want to marry me and then I will write it in a pre-nup and then divorce him."