Any time they do something to draw attention the entire wired world joins in and gives it to them. Whether it's negative or positive Apple has proven they can draw more attention than any other Technology OR Media company.
The Beatles was the first time they called everyone together for a pow-wow about something so insignificant.
It's just Apple proving they are the ideal staging ground for releasing anything you would like to create the ultimate media frenzy. Apple is pointing out to anyone who may have doubted, they are so cool that if they want, when they release new content to the iTunes store, they can have everyone hold their breath for twenty-four hours. Even if everyone has already heard or seen that content before!
That's what this was. Apple's flexing its cool.