So, let's look at the timeline of this.
Toyota Exec> "Hey, this site lets you download pictures of our product! That's OURS! Smithers, get the IP lawyers on the phone right away!!"Lawyer> "The clock is running"
Toyota Exec> "These jokers on Desktop Nexus dot com are giving away pictures of our product! They aren't APPROVED! Can you do something about it?"
Lawyer> "Well, sure, we can send a DMCA takedown letter..."
Toyota Exec> "Great! No, that's it - you've got the details, stop the clock and go for it! *click*"
... later ...
Smithers> "Sir, your super-expensive IP lawyers are on the phone."
Toyota Exec> "Quick, they're $10,000 per minute! Put them through!"
Lawyer> "The site owner has asked for an example of infringement, we can send a guy around to go through the images with you to find out which ones are..."
Toyota Exec> "Oh, look, that sounds expensive. Look, if they can't figure it out it's their damned cost, OK?! And I didn't solicit this extra work... *click*"
Under the new Copyright Act, Section 92a would turn such allegations into an obligation to ISPs to disconnect the user or yank the web site. There might not have been a case in New Zealand in the short time since the legislation was enacted. But it is clearly happening. You could say it was exerting something of a "chilling effect on Free Speech"... somehow I doubt we'll have our new Right Wing Overlords railing against that, though...