Other stores
Many other stores have been selling drm free digital downloads for years, but here we have the Amazon store being written up by many watchers as if it is the first.
I work for tunetribe.com where we have been selling 320kbps MP3 for a long time - with no watermarking!
We have also had Trojan Records in this format for a year.
We do not have the budget to rival the Amazon marketing spend but I would hope that UK based independent stores would be noticed, and compared at least.
Biting the hand that feeds IT
