Et tu(nes), Amazon?

Regarding the story that broke yesterday about Amazon working to develop their own competitor to iTunes, and even an Amazon-branded MP3 player:

Is it just me, or does this count as another "ho-hum" for Apple? Virgin said they were going to do the same thing, and we haven't heard a peep about it since the announcement. The only advantages Amazon might have is that the companies they're planning to partner with have a boatload of titles that people might actually want, and their database technology will probably adapt to the music store task very well. Other than that, it's pretty much going to be just another potential source of stuff to put into iTunes.

If they were to come up with their own branded media player app for both Windows and Mac (and really, why even try on the Mac?), I doubt it'll convert anyone from iTunes. Having to re-import your library and playlists would be enough of a deterrent for me.

As for another hardware device, have they learned nothing from watching Sony, the inventor of the personal media player (by way of the Walkman), flounder in the digital music space? If Sony (who used to be coolest-of-the-cool) can't keep up, and Creative (the only other company whose players you can buy just about anywhere) runs a distant second to the iPod, why is introducing another device into the market going to get them anywhere?

Besides that, if you're walking around with an MP3 player bearing the Amazon logo, you're GONNA get razzed. "Did you win that player in a contest? Was it a freebie for buying a bunch of books or something? What's with the logo?" It'll look like a cheap "me-too" product iPods have the cool factor mindshare locked down, which is why they have the market locked down.

To the music-buying public, Amazon is a guy in business-casual attire, ready and willing to sell you CDs and books. Apple is one of those silhouettes in their ads, dancing around with reckless abandon, listening to the beat of their own personal drummer. And the music-buying public thinks that Amazon guy, while he can get you just about anything you can think of asking for, doesn't know what's cool. The silhouette guy can tell you what stuff is cool, and help you show off that you're cool, too. The music-buying public is, by and large, all about being cool.

I don't blame Amazon for jumping into the space, though -- even if they bleed off only a percentage point or two off of Apple/iTunes/iPod, that's still a significant chunk of change. They'll make some money off the deal, perhaps.

Now if it were Google announcing this, it might work up a little sweat in a certain Cupertino executive suite. But then, Apple could just buy Google and solve that problem. Right after they buy Disney.