Most people don't like the idea of having to convert their whole MP3 collection to a format they never heard of. Maybe some are not aware that converting from MP3 to Atrac will result in a loss of quality, but for many people including non-techies "converting" means losing something in the process. Converting can also be a lenghty process, it can take hours to convert an MP3 collection to Atracs. Filling an iPod with MP3s is a matter of a few minutes with no loss of quality. The users currently not aware will probably be discouraged to buy the Atrac-only Sony players by news articles,salesmen and their techies friends by the time they start looking to buy one.