Free Advertising models* are likely to dent Itunes dominance. Just how much depends on the speed of deloyment across sites like Mytube Youtube, Google etc and then who acquires these * early risk takers. There are better products than the ipod but brand share means a lot. The death of the ipod will come from multiuse cellphones, stealing brand share as buyers realise they do not need to carry two units! Also Apple can never become a brand leader in the cellphone market! Motorola is not a strong enougg partner and would never give up their own design success with the Razr to allow such a battle to occur. Unless Itunes opens its DRM technology to be downloaded onto memory in cellphones its market share will decline from each year from today.