I've actually been thinking about this for a while... what actually warranted SJ to call this iTunes the "2nd generation"? and for that matter, why are these new iPods Third generation??
They added support for Windows (more of an application for Windows though) and support for independent labels. Before it was mainly the large record companies that had music on iTMS. Now Apple has tools for them.
He would call it iTMS Version 2.0 but you can't version the store...
iTMS "second-gen" added celebrity playlists, a new interface, improved artist pages, audiobooks, gift certificates/allowances, and, of course, WINDOZE SUPPORT
yeah, I kinda knew what was added, but i thought only a revolutionary leap in functionality would yield a new 'generation', not just a product evolution