Amazon Lowers Song Prices

It appears that the consumer is benefiting from the highly competitive nature of the digital download music market. As the Los Angeles Times reports Amazon is pricing elect top-selling tunes for 69 cents, down from 89 cents previously. Thus, the Seattle-based company is aiming to decrease the distance to the market leader Apple Inc. that is still selling songs for 99 cents on iTunes. Apple's market share lies around 70% whereas Amazon only possesses mere 10%. Amazon has recently launched its Cloud Player last month.
It remains unclear if this measure will allude consumers to more loyalty towards Amazon or to opportunism. Reports indicate that the average consumer only spends $46 on digital music, which is half of what it was last year. What are your thoughts on this? Do you believe that this price cut will have a positive effect on the music industry in general?