lets ****-off existing customers
I'm sure I'm not the only person who bought a Sony device on the basis of reported better quality, longer battery life (and replaceable batteries if necessary), ability to handle gapless track changes and then invested plenty of time transferring CDs into ATRAC and now want to buy a newer player etc only to find that Sony are no longer interested in us (... well they do supply a ATRAC->MP3 converter but I've got doubts over a 2 stage format coversion). Had they maintained ATRAC support in the player then they'd definitely have me as a locked in repeat customer (and not just me ... on basis of my having an ATRAC devive my wife and son also do) but now if I'm going to have to rerip to MP2/AAC/whatever then I can choose any make and if anything the Sony name is now a negative.