It’s a competitor, for sure, but my way of looking at it is, if it gets people to understand the value of streaming, it is ultimately good. Our way of doing this is not just slapping some celebrity brand on it and hoping it will be good. We are a social service; we are a product company. People have tried to put a brand on it and thought that’s enough, and they have failed: Microsoft, Nokia — many big companies. (full interview on Billboard)

It is hard for me to even consider a switch to Beats Music, considering how much effort and time I have put in creating all the playlists, following artists and creating a social graph on Spotify. In many ways, that is the thing I hate about Spotify too — this ambient data lock-in, which prevents me to contemplate others.