I'm not sold on this model -- see the full article for more details and speculation
One impetus of the change has been a campaign by Doug Morris, the chief executive of Universal Music Group, to find a way to sell music subscriptions. A key concept is that instead of charging people a monthly fee, the price of music could be bundled into a device.
This well may be more psychologically palatable: You aren’t renting music; you own your iPod or iPhone, which has the rights to music attached to it.
What I want: a "rental" option with seamless support for all of my devices.