the publication of a pessimistic installment of The Wall Street Journal's Heard on the Street column pointing out that Apple's famous online music store generates little profit. The more interesting point, noted in the back half of the column, is that Apple doesn't expect it to generate much profit -- it's a ''Trojan horse'' whose real function is to help sell more iPods. Given that the store was widely seen as a pivotal moment in the tortuous process of creating a legitimate digital music source that at least some paying consumers are willing to use, this is an amazing notion: Apple, in a sense, was willing to try and reinvent the entire music business in order to move iPods.