Coming Soon To the ZuneComing Soon To the Zune

Ars Technica predicts some capabilities for the Microsoft Zune. Some of these are available in the current product, they're just not switched on. Zune users will be able to connect directly to the Internet and buy tunes wirelessly, without having to go through a PC. Zune users will be able to share video, and a Zune phone is likely.

Ars Technica also has this advice for Microsoft: "You know you're playing catch-up, so why not be transparent and tell your potential customers what your short-term plans are? Video sharing and wireless song purchases are two perfect examples. This stuff should be in the marketing, not in the rumor mill."

The advice is unrealistic. Microsoft has always practiced marketing-by-rumor. And journalists and customers love it -- everybody likes to feel like they're in on a secret.