Yahoo Raises Prices of Online Music - Good Idea?

According to CNN.com, Yahoo is doubling the price of it's online music subscription service from $6.99 to $11.99, which ends a short promotion that attempted to draw consumers from Apple's IPod Music Store. With its service, Sunnyvale, California-based Yahoo joined Napster and RealNetworks in trying to sell the concept of renting an unlimited amount of tunes for a set fee instead of buying copies individually. The rental approach is supposed to encourage customers to sample different genres and discover new artists. But if the subscription expires, the previously downloaded music becomes unplayable. Customers at Apple's iTunes store, by contrast, keep the songs they buy. The songs are all $0.99 each.

Do you think that this was a good investment overall for Yahoo? How do you think customers will react? Should Apple do anything to counter its competitors?