Sony’s new MyPlay store is live, and they’re hoping they can claw back some of their sales margin from iTunes, currently the biggest outlet online. Doubtless this will have some effect, especially if they plug it into the Play Station Network, but I don’t think they’ll really be able to take much market share away from iTunes, eMusic or the other established download stores, as their catalogue won’t be comprehensive. Unless they sign deals with the other majors to sell their content too, which seems unlikely to happen – why would EMI want to give Sony an advantage? – then the twin pitfalls of limited catalogue and people’s unwillingness to open and run multiple credit-card accounts will hinder their progress. Unless they gouge their competition heavily on the pricing of their own product, they’ll remain a minority player in the download market.