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Maybe I'm biased, but I don't think this is going to be a terribly big thing. As a lifelong Beatles fan, I already own the entire catalog (on vinyl, then the '87 CD's and now the 2010 remasters). This is probably true for a lot of people. Then there are the folks who borrowed and ripped Beatles CD's to populate their iTunes folders, or downloaded songs from unauthorized sites. The potential universe of buyers from the iTunes store seems relatively small to me. But then again, Apple (and Apple Corps) have a pretty good track record.

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Shows what I know; as of 5:00 PST, iTunes top selling albums: #7-Abbey Road; #14-White Album; #15-Sgt. Peppers; #16-Box set; #17-Blue Album; #19-Red Album; #20-Rubber Soul . . .
I was inclined to agree with you, but the proof was in the pudding. Go figure?!?!

I am secretly gratified that the Fab Four are still relevant to this generation, 40 years later.
For $150, I can get the full set from iTunes. For $130, I can order the whole stereo box set from Amazon, rip them as Apple Lossless, and have the CD's to play in my main stereo. I don't think it's that big a deal since anyone that really wanted The Beatles on their iDevice has them already, without any DRM. I guess we'll see how the sales go as they could easily drop way off after a day or two, and never see the Top 100 albums list again.

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