If it is as good as it sounds, it'll be slavishly and blatantly copied in no time, and soon afterwards, the meme will be "oh, Apple didn't create this, it was all obvious." Sigh.
And we know who they'll be in this Forum. No need to name names.
I'll believe they have something tangible on this front when they have ESPN -- which is owned by Disney, whose CEO sits on Apple's board -- signed on. Until then, I see no reason why anyone else would sign on. It's a hill of beans. (Not that it bothers me anyway. I think Apple should simply get out of the content business altogether, including music, books, movies, TV etc.).
I have a car, I listen to tons of music, and I don't expect bother with Apple Music either (or Spotify or any of those).
Streaming is for people who don't know what they want in their music or where to find it, apart from which, I don't want to mess up my multi-thousand song library on iTunes Match either. I'll wait. A few years.