I was a Rhapsody user from its inception, maintained an account even when I bought a Zune and got a Zune Pass and now switched the Rdio + Spotify and bought an iPod touch. For me, I consume a lot of music and I want the easiest way to sync my collection to the devices I use -- office, home, portable -- and so, I'll happily pay for that. The alternative before was simply to download it and pay nothing. Physical music is nice but it takes up space, is prone to being lost (I once lost 200+ CDs on a transcontinental flight in my late teens...it sucked. A lot) and I'd prefer the cost of 2 albums a month to hear whatever I want over the cost of buying the media. I'd consume a lot less the other way.

The fact these services have finally hit the mainstream is no accident.