I think a combination of strategies will be helpful.

-- A group of webmasters (or studios) that band together and start targeting companies like Rapidshare

-- Using technology like Digimarc's invisible watermarking, which is associated with an individual member, and then when that content shows up shared, taking aggressive action against the member for sharing (perhaps using the statutory $25,000 per infringement of a copyrighted work)

-- Using emerging technologies like Adobe's new DRM for Flash to make it harder to steal in the first place.