The wrestling match between Apple and the major labels over online track pricing is heating up, with Steve Jobs sensibly trying to hold the line on price increases. Now Jobs is speaking out frankly: "If they want to raise the prices, it means that they are getting greedy. If the price goes up, they (consumers) will go back to piracy and everybody loses." I've said the same thing, but honesty compels me to assert that nobody really knows what would happen if prices were raised. My gut tells me it's a bad idea, because the uniform pricing is definitely part of iTMS's appeal. But I'm not convinced that iTMS users are predominantly reformed P2P users who would flock back to file-sharing. iTMS business might slump and—who knows?—subscription services might receive a jolt from new users suddenly driven to reassess where value lies. But Jobs is certainly right about the greed. The labels probably see ringtones walking off the shelves at $2.50 a pop and figure that should translate to iTMS.