New Offer to Target the iTunes Store

It has been a long time that Majors did not launch a new project or attack aiming to target iTunes Store leadership for online music store. Universal announced that it will offer its DRM-free catalog on the website Dada.net. Tracks will be available as pool of 15 songs for 10 USD, so 0.66 USD per track, 30% cheaper than on the iTunes Store! Yes, but... you will need to pay 10 USD per month as a monthly fee to be able to get the 15 songs from the catalog, so, if you do not purchase more than 15 songs, the price per track will be 1.33 USD, so 40% more expensive than on the iTunes Store!! Doing the math correctly and you will notice than you will need to purchase at least 3 pools of 15 songs each to get a price slightly cheaper than on the iTunes Store... In addition, if you do not purchase 1 pool during one month, you can not transfer the monthly fee of 15 USD... IS this new system a perfect tool invented to foul customers??
Universal and Sony catalogs are available on Dada.net as the website is a joint venture of both Majors.