These guys are obviously savvy marketers. This isn't their first stunt...

http://www.techcrunch.com/2009/06/05/apple-gets-pwned-sf-sto...

Now if only they had a product that did something beyond letting you use iTunes with non-Apple devices. The user base for this won't be remarkably large (non tech-savvy people who have owned iPods in the past but who are now switching to a generic player).