Lol I loved this article this morning
Proves the point I had made in this article linked here http://deancollinsblog.blogspot.com/2008/01/laurel-papworth-online-communities.html
He who owns the 'real estate' space (in this case the physical object space of the ipod) "owns the customer" and can therefor write all the rules.
You cant put too high a premium on being the front end of a food chain.
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