iTunes to be rebranded as "Showtime?"

There might be more to the iTunes store being down than we originally thought. A little bird sent us a tip that belies the possibility that the 'Showtime' buzzword Apple's been using to promote their special event today could be the actual new name of the iTunes/Music/Movie Store and software. This link points to a phobos.apple.com/showtime page which echoes the same phrase we've been seeing elsewhere. Those phobos.apple links, if you haven't seen them before, are iTMS-specific links, allowing users to link directly to items inside the store. The fact that there's a /showtime/ after this one makes it all the more suspicious.

Could this be a complete iTunes rebranding? Or Apple just covering their tracks by throwing off the scent?

Or this just might be a temporary thing for today, either way stay tuned.