It occurs to me that, if, for example, we could subscribe to the Zune service but listen to that music on iPods/iPhones, or buy music from iTunes then sync them to Zune devices in one easy step, we wouldn't be having this argument. Those who want to buy their music and listen on Zune devices would be happy, and those who want to use a subscription service with their iPods won't be clamoring for Apple to start one. So as I see it, the culprit is Apple/Microsoft tying their services too closely with their hardware. I can see why they do it, but the end result is constricting consumer choice.