I didn't sign up for the letter program, but even so, I think I know the answer (or non-answers) to some of your questions.
1) I realize this may vary depending on the circumstances of the case, but what are ultimate goals / expected outcomes of using the program?
Yep. The answer is defenitely "it depends". After all, each claim is a bit different-- so the goals of the letter program are different. Consider two possible extremes:
1) someone is actually running a "free wallpaper site" and got a letter because you had a HUGE number of getty image listed.
2) someone hotlinked a tiny blurry 600 pixel image deep in comments at a blog.
In case (1) the letter recipient is guilty, guilty, guilty and it could be appropriate to get getty to bargain down to a lower demand. In case 2, the letter recipient has done nothing, and the goal should be to shield the letter recipient from communicating with Getty and ultimately prevent them from filing a suit within the 3 year window. (Getty would be nuts to file a suit in case 2-- so the main goal is to spare the letter recipient from writing their own letters, fielding calls etc.)
So, appropriate goals by a lawyer would be different in the two cases and you question cannot be answered by stating 1 sole goal.
4).....but in both cases he mentions the 3 year period and I'm not clear on what happens between the initial letter from attorney Michelen and the end of the 3 years.
3 years is a statute of limitations for civil copyright claims. If they haven't sued you within 3 years of first discovering the issue, they are barred from trying to sue (or collect).
From attorney Michelen's comments in the videos, it sounds like they respond at least some of the time.
If you write a response yourself, Getty
always responds. I have no doubt that if Oscar writes they a) are less likely to respond but they b)sometimes responds. If Oscar's program charged for the 2nd letter, I suspect Getty would tend to respond to the first letter. But as it stands, they know that an attorney has been hired, and so know that they'd better send a higher quality letter than they would to someone writing their own letter. ( After all, when they respond to me, I don't know enough to spot anything that might be used against them in court should this ever proceed. But Oscar would know.)
3)
How much, if any, of a deterrent effect do attorney Michelen's letters have? Is it common for Getty to give up on a target once they use the defense letter program, and pursue softer targets instead? How often / under what kind of circumstances do they give up and go away as a result of the letter program? Never / once in a blue moon / sometimes / often?
Don't know. Oscar would have to let someone put all his results in some sort of database were we coded with no personally identifiable information so I could run statistics for him. (EG: enter some sort of case code with a)date of letter b) number of images involved, c) hotlinked or self-hosted, d) business/ personal/not-for profit, e) domain controlled by letter recipient (yes/no) , f) hired company to make site (yes/no)
And so on.
As I don't work for him, providing me the information to let me do this would likely violate the ethics of his field. I'm sure Oscar isn't going to devote an afternoon anticipating which statistics he wants to run, designing the data base to permit those statistcs would be done, entering the data and thendoing the statistics himself.
For what it's worth-- if Oscar wanted to hire me to come up with statistics, I would do it for him. But he'd have to figure out how to hire me and structure the task so privacy was maintained, and he'd have to pay me. But I doubt Oscar wants to raise the fees of the letter writing program in order to pay the cost of having someone create a database so that we can provide statistics. Though I would take the job if it was offered I wouldn't advise him to pay anyone (not even me) to do it!
5) Is there a big advantage to having attorney Michelen's letter be the first response, as opposed to responding yourself and later using the defense letter service?
That depends on the specific of your case, the value of your time and your own personality. I am dealing with my case myself because I didn't commit an infraction
at all and I am comfortable writing my own letters and dealing with the responses from Getty. (I actually enjoyed writing the most recent one! And posting their response!) But some people here (ENVL for example) found letters very distressing, and having Oscar deal with it gave great peace of mind.
ENVL would have benefited greatly from finding Oscar initially and having him write the letter. This is partly a personality issue. Me? My personality is different and my situation is different.
In my opinion: if your case is complicated and you are-- to some extent-- guilty of any sort of violation that could result in an award that is several multiples of the letter writing fee, then you probably should get a lawyer who specializes in copyright.
The reason is that in the case of culpability, you want great care to be taken during the letter writing process that reveals only what must be revealed. You also want someone who how to present your case to a judge in a light that is most favorable to you and so on. So, if your case looks bad-- e.g. multiple infractions, posted on a business site, there
is a good chance Getty will want to go to court. Hiring a lawyer early will let you have a lawyer who has continuous familiarity with your case, help reduce the potential for a large judgement against you, help negotiate lower fees to getty. Would you incur legal costs beyond $195 to write the letters in this case? Of course. That would happen because your case would be one that appears to be potentially much more costly.
In this case, quite likely, the letter writing program would benefit you. But only you can judge for sure.