With Apple about to launch something-or-other at today's Let's Rock event - an iPod with spaceflight capabilities, a MacBook that folds into an actual leopard, a phone that works properly - Microsoft aren't sitting back and taking it. They're taking the battle to Apple. Power-ups for the Zune all round.
Maybe that was what the Seinfeld advert was actually meant to be advertising?
A press release clatters in, announcing, erm, something:
Clear, huh? There's a wi-fi updated subscriber pass with a real-time playlist and... um, something. I think it's basically a bit like last.fm but on the player.
I love that bit about "the sources people trust most" - it's music, not investment advice. You might meet a bloke in the pub who says "trust me, try Dumpy's Rusty Nuts" and you could sample his advice without risking your house, your life, your sanity. Well, not your house or life anyway.
And isn't the model for most music recommendation systems now based on 'people who like music similar to your tastes also like this' rather than 'your friends like this, so will you' - after all, friendship is no guarantor of similar music taste, is it? There are people I love and would fight for, but they like Oasis. I'd no more want their Zune streaming over my wi-fi than I would want to lick a stranger's ears.
Zune is also promising "powerful software":
Blimey - let's hope that powerful software doesn't fall into the wrong hands. Can you imagine what the Chinese might do if they got hold of that? Other than for the purposes of manufacturing the Zune.
And there's also this:
At long last - someone's decided to make music fun. Thank God.
Well, with this dynamic mosaic and powerful software that's a bit like iTunes, Microsoft have really raised the bar. I'm given to understand a visibly-shaken Steve Jobs was heard shouting "well, can we make a peach coloured iPod? They haven't done a peach one..."