Sony and the rest of the industry, I hope you are listening, this is how you can beat Apple. 1) Create your own DRM...anything you want...it doesn't matter. 2) Design and give away mp3 players and the software for FREE. I would guess a hundred million for starters (is that too many?). The design doesn't matter...because design is not important to most people. 3) Launch an online store and sell your DRM'd music for the same or less than iTunes. Of course, the physical cd's get this DRM as well. (All this talk from people about giving away music for free in the future is completely baloney - the artists clearly want to make sure they still recieve a few pennies for every album they sell. Get your lawyers charged up to protect them or I mean you. I hear litigation will be free in the future however.) Very simple. For my grand idea, you can send the check to me via PM. Thank you. Ps: Oh yeah, when you realize that Apple isn't making a magical amount of cash via iTunes what will you do then? I guess you could raise prices...again...on the folks who love music. Pps: Perhaps you should just give up now.