ONE LOST SALE, HOW MANY MORE?

Last weekend I spent five minutes watching someone browsing in a Bangkok bookshop. Nothing unusual, expect this person was also using his iPhone to snap pictures of all the pages of this particular imported English language computer magazine.
The magazine was priced at 375 baht which is at least three times a local Thai language equivalent title, however surely this practise basically amounts to copyright theft?
My guess it that this is probably not the first time this individual has snapped magazine pages with his iPhone for later reading, and speaking as a publisher it makes me furious to see something like this.