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The biggest problem is that Microsoft and its predecessors still don't know how to sell subscription music models. Thinking of it as "pay $15 and carry any music you want" is the wrong way, because then consumers worry about ownership.
Rather, think of it as "your own customized radio station, that you can carry in your pocket", and suddenly it sounds cool and useful. That's why I have Rhapsody (albeit without the pocket-carrying, because I carry an iPhone).
--janak
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