Your claim that "misses don't cost much" wasn't about the OP, it was about a hypothetical thought experiment. At the very least, misses cost the labor/opportunity of building, marketing, and distributing a generic executable (eg malware inside a windows screen saver). PPI payout rate provides a market estimate of the cost for that service.

Ah, your argument was "a miss here is a missed opportunity to do something else, so they should be pricing in the opportunity cost." Valid, I think, but I've got to give the ramifications more thought for any sort of substantive response.