The Beatles have signed up with an incredibly vague initiative called Music Matters, which supposedly combats music piracy. Neither the video nor the website really come out and say anything that directly relates to illegal downloading, instead relying on a strategy to evoke memories of why you loved music in the first place. Maybe they should just come right out and say it.
And don't forget the cranky audiophile questions: if the Beatles really think music matters, how come they waited until 2009 to release decent-sounding CDs of their catalog? And how come the don't offer super-high bitrate versions of their digital catalog now that they've finally offered it for sale?