Some things to remember (that may or may not be contradictory):
1. YOU may not be a big Beatles fan, but Steve *is,* and getting the Beatles to digital finally is a big coup for Apple. I seriously doubt this what the announcement is actually about (why would it be at 7am?), but it IS a big deal for a lot of people. Just because you're not one of them doesn't mean it's not a big deal. Look at how many people HERE scoffed at the iPad when it first came out.
2. Given that YESTERDAY nobody (not the rumour sites, not the media, not Kevin Bloody Rose, NOBODY) knew they were going to do this, I would say this must be a pretty big deal ... and there's a good chance it's something totally out of left field.
3. This has absolutely GOT to have something to do with the holidays. Everything Apple is doing right now is totally focused on the holidays.
4. There's gotta be some reason why the announcement is at 7am PST (Apple's "local" time) ... hmmm ... midnight in Japan ... OMG they've gotten all the Godzilla movies!!