Got the Urge? Apparently, no one else does, either…

The word is in on Urge, the new music service launched by MTV and Microsoft. So, is it worth it? urge.jpeg.jpg

That depends on whether you read the LA Times or CNET. Per the Times‘ Technopolis column today, maybe not so much:

“Apart from the widespread apathy to subscription music, Urge faces another disadvantage: portability. Although subscription selections can be played on some portable music players for an extra $5 a month, they won’t play on Apple’s ubiquitous iPod. In addition, music downloads purchased on Urge — as well as Napster, Rhapsody and Yahoo — can’t be played on the iPod unless the songs are first burned to CD and then reconverted to MP3.”

Gee, that sounds really convenient, doesn’t it!

But wait: CNET’s editors makes a strong case for not downloading to own, too. (30 megs at 99 cents a song = poverty)

“In our opinion, Urge shines in programmed content, which includes hundreds of handcrafted playlists (including Auto-Mixes) and more than a hundred dynamic radio stations, about 20 of which are free. The latter is arranged conveniently by genre, while the former is separated by type of playlist. There are celebrity playlists, Must Haves, On TV (based on MTV Networks shows such as TRL and I Love the 80’s), mood-based lists, and 100-track-plus Super Playlists based on genres. We found the Informer and Feed playlists the most compelling. The former are by several music bloggers hired by MTV to write genre-based blogs, which are then paired with a related playlist. Constantly updated, Feed playlists are a great time-saver for people who use a portable device. If you transfer a feed to your player, Urge automatically updates it each time the device is connected. We think this is just fabulous–it’s an effortless way to discover new music.”padthai.jpeg.jpg

The thing is, getting Apple people to consider a Windows music device is a bit like getting your milqetoast Aunt Mildred not only to try spicey Thai food for the first time, but to try it in space, orbiting the Earth on the International Space Station. It doesn’t matter how good it feels to eat Pad Thai in utter weightlessness; it’s just not going to happen.