Prince opens his own music store

If I'm reading this NY Times article correctly, you pay $25 for a lifetime membership, and then pay the same prices as the iTunes Music Store for individual tracks and albums. And I don't see that you can buy music made by anybody but Prince there. I'm not sure I'm grokking the advantage of this concept to consumers. Although I'm sure Prince likes the fact that he is in charge of how the profits are divvied up. If people actually bother registering at his site and paying the membership fee. I suppose fanatic Prince fans will, since it offers material not available elsewhere.