Bad move.
First off, the people who downloaded it aren't pirates if you uploaded it yourself. It's the same thing as a free "light" version on the App Store. You can't complain about lost sales because they didn't exist in the first place. If you think anything else, then you're insane.
Second, these guys have really shot themselves in the foot now. What little dismal sales they have are going to completely evaporate now that they've pissed off the pirates, who are surely going to go out of their way to obtain the retail version and crack it properly. Embarrassing pirates is one of the worst things you can do in this market, because they have the power to hit you where it hurts- in your profits as a developer.
I have a feeling that once that happens and a proper cracked version is out there, all the noise they've generated over this thing is going to totally backfire and override their product page in most of the search engines... Making it difficult to find anything other then the pirated versions.
This is a great lesson in how not to act as an indie developer. Their game would have done better had they simply included some basic anti-piracy checks to prevent the 99% from cracking your application, and invested their time and money into advertising rather then trying to pull off a viral marketing stunt like this.
-SC