If you're here on MacRumors making your last-ditch argument that it's "merely rumor and speculation", I can't help you.
If
these guys say it's likely gone, it isn't just a run-of-the-mill rumour. As for the reasoning, I'm fairly certain that my prior posts cover it. It comes down to making the most of their Beats acquisition.
I'm not suggesting Apple isn't trying hard to "win at business". But they aren't immune from large errors, as well. Remember they rolled out Ping, the music social media product? They've swung and missed plenty, and many of us have called it out in advance. It happens. I just don't think anyone is prepared for how much impact this is going to have.
That said, if you're waiting for an official press release, you definitely took a wrong turn to be here.