I'd say it's a little less than smart on their part. I get the reason why they're doing it, but, what they just did is announce the function service to a substantially larger audience as this article will be picked up by many major outlets.
Of course it's stealing, but i have a feeling they're going to dredge up the old RIAA bs - piracy is the only reason we're not making as much as we think we should...
Big corporations never make smart decisions when faced with piracy issues. It demands compromising with consumers who are in a position of some slight amount of power, which is a foreign concept to a huge corp. If they do anything showing brains then it probably took 10+ years of failed stupid moves first.
On one hand, I'm totally against this kind of piracy and glad to see them doing something.
On the other hand... As VFX artist who has spent the last few years watching Hollywood ship each and every last CG job overseas to the lowest bidder, seeing them suffer because other countries don't always play by the same rules is strangely gratifying.