Obviously, Soule is NOT doing enough w/ his DirectSong service - b/c THIS should be where he's making the money. There are reasons products like GOG, Steam, Amazon Download Services, ITunes, and many of the other digital services do so well - b/c they offer MORE than just the bare-bones type of stuff. They don't just offer their MAIN product, but ALSO other things and other functionality that you can ONLY get if you are a member of their service.
Really, what does DirectSong have going for it? Well, it's DRM-FREE - that's a great start, but that's about it.
When do they ever have nice cheap sales like say Amazon MP3? Do they offer Cloud services? Do they offer a client-program?