You couldn't make this shit up. CES 06, Microsoft and MTV launch this "amazing new" digital music store, to compete with Apple's dominant iTunes offering. Named, horrifically, Urge, it was the flagship store in the PlaysForSure family, and thus Microsoft's flagship store.
Then, in an uncharacteristic act, Microsoft ditch the platform system they had used for years (Think Windows PCs) and moved to the Apple, vertically integrated model, with Zune. Zune is top-down Microsoft. Store, software and the hardware player.
Basically, they'd screwed MTV over.
So now, MTV - presumably smarting over this snub - have decided that Urge is no longer in their best interests either.
They've hopped into bed with Real and its lacklustre Rhapsody store.
I mean, seriously...Real? You might as well just sell a 3 by 5 card with "MTV Music Download" written on it for all the use it will get and sales you'll make.
Media executives are idiots.
PS: Should any Disney executives be reading, you are excluded from the above statement. First into bed with iTunes. Good move. By the way, I have an extensive knowledge of your company and an uncommon skill at business. If you need someone to run something (Especially something in the UK) and don't mind taking a risk, look me up ;)