I don't feel locked in. Yes I use iTunes for my iPod but I also use Windows Media Player for all but my small collection of iTunes purchases. And have some audio on my CE PDA. My library is MP3 and on the whole very portable. Unlike both MP4 and WMA. Both camps try to lock you in, but you don't have to lie back and take it.

Actually the iPod has inferior sound quality to Sony's players... Apple have get their marketing (and packaging) right. Regardless of whether I'd want to give more money to M$ or not, they simply haven't got it right and will always be running to catch up with the market leader. In much the same way that Vista still hasn't caught up with OSX.