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That's what I'm thinking too. As someone else mentioned Apple has been trying to get the Beatles on iTunes for awhile now so I think the excitement is coming more from Apple (Steve Jobs) and Beatles fans.I think SJ got a bit overexcited.
I wasn't expecting much but I do think Apple hyped this up more than it should have been. Even though this wasn't a special event with good press coverage, using the words unforgettable wasn't exactly the best choice of words.