The official (again, Japan-only) launch is accompanied by music from Final Fantasy XIII-2, and the Monster Hunter, Dynasty Warriors, and Yakuza series. It would be dangerous for us to walk around Tokyo to the music from Yakuza -- we'd be liable to start throwing bicycle wheels at anyone we saw in a suit. And it's always dangerous for us to hear the FFXIII-2 Chocobo theme.
Along with those, the service will also stream PS3 system sound effects. That "cool" label is looking really hasty now.