Yeah, I think it's incredible that he thinks $10 is too high. Perhaps he means '$10 is too high for a limited and poorly organised music selction'.

I would have no problem paying double that each month for Spotify, and upwards of 3-5 times that if it had a music catalogue and organisation structure similar to iTunes. Granted, I value music more than many people, but $10 is what a cheap lunch costs, for unlimited music on demand.