"Was there any urgency? Hasn’t iTunes been just fine as-is? Yes, but it had pretty much run out of tricks. I suspect someone at Apple finally realized how lucky they are that Facebook hasn’t started selling music yet. 500 million connected users talking constantly about what they do and don’t like, even “Liking” official band pages and sharing videos. The only missing piece is commerce. Is Ping a threat to Facebook? Not really. But Facebook Music would be a massive threat to iTunes. By striking first, Apple doesn’t need Ping to be amazing on day one; just good enough to make would-be competitors think twice."