I understand that sharing video, photos, documents etc. is relatively safe because the data is not executed in the processor as instructions. How come people are willing to download and install pirated software though? How can one be confident that it does not contain malicious addons? Are people just don’t know the risks? Or are there protection mechanisms that I am missing? I mean since the software is usually cracked there is not much use in comparing checksums with the originals, is it?
It’s hard! A lot of it is, like I said, reputation. Sources of safe pirated and cracked software are maintained mainly through word-of-mouth - The crappier and dodgy sources will always invest into SEO to get to the top of the results, and are more likely to avoid legal trouble as companies appreciate that malware-infested installers actually help discourage new pirates.
Also, there’s generally little incentive to go beyond the basic modifications. Most online scams, even outside malware, cast the net as wide as possible and even go out of their way to avoid complexity. They get the most money out of scamming new and uneducated users who pay up quickly. The same logic means they want advanced users to know it’s a scam to avoid wasting time on targets who won’t bother paying anyway.
I bet there are exceptions to this rule, but since scamming and malware are such low-profit ventures there’s a lot of incentive on quantity over quality.