I think the simplest example is just grabbing your CD and wanting to take it on your iPod.
Content is increasingly, as our friends have pointed out here, being downloaded and being produced digitally. The ways in which it can move from device to device are so seamless now that you're really denying people the benefit of these wonderful new technological advances that make enjoying content easier, anyplace, any time. We're just trying to get people to have a value proposition for what they buy so that they can use it anyplace, any time, on any device.