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This is just my guess, but I see Apple doing this for two reasons.
1. It will push some people to sign up for a .mac account.
2. Anytime Apple announces things or rolls out things they seem to do it in a guarded fashion that ensure every feature works as designed. Since they control the .mac area they control the levels of code running on those servers so iWeb/iLife applications work great with them. While it's all open standards stuff I think we have all seen the what happens when there's a slight difference in code.
Hopefully in time they will open it up, and I am sure there will be third party players out there supplying work arounds.
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