If you have nothing, and £10 will get you an album of music to listen to, then that sounds like a pretty good deal.
If you have a free pseudo-random selection of music you have no control over interspersed with adverts (i.e. radio), and £10 will get you an album of music to listen to, then you might still decide that that's a good deal - depending on how much you like the stuff that you get for free.
If you have total control over the music you listen to, so long as you have broadband access, broken up by only the occasional advert, then how much would you pay to get rid of those ads? £1 a month? £10 a month? £20 a month? How much to have that music on the move? £1 a track? £0.20 a track?
I'd pay a couple of pounds a month to not have ads. £10 is probably too much. The differential between "all the music for free (with the occasional advert)" and "all the music for free (no ads)" isn't _that_ high to me.
Of course, this does nothing to help me have music on the move. But how much am I willing to pay for my own music, rather than radio?
It feels very much like the value proposition is changing.
For ad-free music, I would be willing to pay