Because he is the music industry, because maybe the now mighty Apple has lot of difficulties securing licensing music rights, especially in the streaming area. Now I don't say it's worth 3.2bn$ (I don't think it's even worth 1bn$) but at least I think there is more value there than with the headsets. Anyway spending so much on such a shallow thing would send a wrong signal in my opinion, for the same amount I would have bought AMD or something more significant hardware related.