Thus, they've started a site called Filesharer.org, where you can upload a mugshot of yourself, to show the world that you're also sharing files and that you're, well, just another regular person amongst millions that are doing it.
It's a simple publicity stunt, but it does raise several good points. First of all, as everyone pretty much knows, shutting down The Pirate Bay won't make file sharing go away; the critical mass of people who are doing it is far too big. Plus, digital goods can be copied an infinite amount of times; trying to introduce artificial scarcity into a world of plenty just won't work.
It also challenges the notion that file sharing is a criminal activity per se. "File-sharing is good, allowing people to share music, movies and culture," they claim. Pessimists (and copyright holders) may disagree, while optimists believe that people aren't all thieves on the inside, just waiting for an opportunity to steal; they want to share and experience more, only now they have the technology to do it. And even if you belong to neither camp, you can still browse those mugshots for cute guys and girls, as most people seem to be doing, anyway.