Apple took an idea that's 20 years old and probably never been used, and innovated on it. Apple didn't win against Microsoft so I don't see LLC winning anything.
I'm bypassing the iTunes store all together. I'm not going to buy and download a bunch of mediocre movies. I'm spending a little extra time and ripping my DVD's of movies and TV shows. Whatever I don't have that I want I buy from...
Smoke and mirrors. It's all about how you push the numbers around. Anyway, it's just that many more people using a crappy OS and makes Mac users more special.