I agree that for music, its not so bad. Because I have an iPod, and I don't really use Linux anymore as a desktop OS, it doesn't bother me that much. I think most people complain more from an ethical point of view than from a real day-to-day point of view. But it does keep me from listening to my music on a Linux box, or putting everything on a data mp3 cd to play in my car's CD player. A step further is that before I had an iPhone, I had to carry a nano or something in addition to my cell phone. That sucks. I had a Samsung Sync, which was a damned good mp3 player, but I couldn't play any of my iTunes music on it.
And for videos, its stupid. There is no option to burn out to DVD to watch on your tv option. We can burn music CD's out as audio and listen to them on the stereo, but with video we have to buy an Apple TV. That's pretty insane.
I buy a lot of my music of Amazon now. If iTunes has an iTunes plus version I typically decide on price/extras which one to buy. I haven't really had too much trouble with the amazon store so far. They do have a problem with the fact you have to go through so many screens to purchase something you can't get back to where you were looking, but, meh.