I might be late to the game here, but this is an interesting idea (and it sounds like the millenial consumer base they're looking to target is lapping it up- T-Mobile says its customers have streamed nearly 7,000 terabytes of music - and 5 million more songs per day than before the launch of Music Freedom).
This is fascinating from a sociological perspective; the whole concept of what a generation of people deems important, and the way they want to consume information has shifted.
Key takeaway: "As our possessions become smarter and smarter, the question becomes less about if we can interact with these objects and more about how we want to interact with them. Touchscreens will simply be one of the many options-after all, swiping and tapping a flat, glassy screen isn't a blanket solution to make something interactive."