Sort of odd, not so much from 30,000 feet, but from the standpoint of it feeling like a reversal. As pointed out, it was only recently that Apple put the Beats app in an extremely high profile position. To now say we're shutting it down? I wonder if the response to said positioning didn't result in any meaningful traction with new subs?
Prediction: Apple will ultimately fold what we today think of as Beats (human-curated, super smart music streaming subscriptions) into a larger media subscription service ala Netflix or Amazon Prime. Could also be packaged with iCloud Match, iCloud Drive storage, etc.
To the naysayers who say that Apple makes too much selling content to push paid subscription models...I say just wait.