I noticed this, too. It's not what I expected after watching the announcement that Steve Jobs made (at either WWDC or MacWorld, I can't remember which). They need to stay consistent or customers will become frustrated. I'd bet it has something to do with the studios, though. After all, why would Apple want to *remove* content from its store? They would want to add more and more content to attract more customers, make more money, get more users on board with using Apple products, etc.