Sony is attempting to one-up Apple with a new supply of music, offering tracks for their iTunes-competing service at a price below what Apple offers. Sony will be offering songs at roughly 66 cents apiece, and sweetening the offer in the eyes of the consumer by providing the tracks without any DRM.

Dada claims that all music they sell will be offered as DRM-free in their entirety, making it simple to transfer them to any type of media player you choose. You wouldn't expect Sony to be a company that endorses or pushes DRM-absent media, regardless of the cost, but clearly something has changed in how big companies are seeing the market.

There are a few fine details that don't make the service quite the iTunes-killer they'd like people to think it is, such as the fact that the discounted price for music only applies to the first 15 songs acquired per month - beyond that, the costs rise. Still, the DRM advantage could be key.