You could make roughly the same points about the iTunes / record label relationship. If it were enough of a strategic advantage it might happen. I wouldn't cross your fingers though.
The proof that is was such a unique experience? The labels spent the next 2 years fighting tooth and nail for 'control' of their music catalogs back from iTunes.
Remember, this is back during the heydays of Napster, Audiogalaxy and the free download craze for music. iTunes, along with mp3.com, made it completely easy to download legit copies of music, which hadn't been possible before.