I suspect you may have the right take on this. Apple is very innovative in their advertising and can cook up ways to create buzz about new services. This has certainly done that in the social media. Apple has always found ways to pay the artists, programers, developers, etc. iTunes was always about producing content that made it easier for musicians to get their music to end users without being filtered through producers who strangle them, taking the lion's share of the loot. Apple has always shared revenues 70/30, with the 30 covering Apple's expenses, distribution, overhead, and profit, and the 70% going to the developers, artists, authors, suppliers.
This kerfuffle just did not ring true with Apple's way of doing business. . . but did ring true with what I know of accounting principles.
Undoubtedly a nefarious false flag operation too!!!! I can smell them a thousand miles a way!!!! lulz