iTunes Music Store name change?

Those crazy kids at 37signals, the Web 2.0ish company that has brought you Basecamp, Backpack, Writeboard, and Ta-da, are thinking deep thoughts about the iTunes Music Store's brand. The iTunes Music Store makes sense when you're selling only music but since 4.8 you could get videos, and now you can even buy them.

Does the name even make sense anymore? Sure, the vast majority of offerings on the iTMS consist of music, but as time goes by I am sure we will see more TV shows, music videos, and dare I say it, movies.

How would you rename the iTunes Music Store? I would name it George and I would love it and hug it and squeeze it and pet it.