Ok, Can we clear this up for the average user... I have a Apple ID which is XYZ@gmail.com and this is used for iTunes Store. This allowed me to sign up to iCloud in terms of backup and photo stream. I then turned on email to see what would happen... it allowed me to create a new @me.com address but stated 'this is will be your new apple id' which is odd!! Under the iCloud settings it still states firstname.lastname@example.org and my Apple ID but then states 'XYZ@me.com' in the advance tab for email. Can anyone confirm if this is correct: iTunes Account - Used for iCloud as the 'master account' @me.com - Used to personalise your Family device as sub accounts on the master account BUT only tried to create one @me.com email address so far - can you create more?