The iTunes-like service offered by Coca-Cola in a handful of European countries will be discontinued on July 31, due to lackluster interest and low volume of sales. The fact that you're probably looking at this and thinking "I didn't even know Coke had an iTunes-like service" essentially explains the reason for their shutting down.

Some of the single downloads from MyCokeMusic ran for as much as 1.5 pounds (nearly $3), which is just no competition for programs like iTunes.

When it comes to music, Coke needs to just continue to do what it does best -- team up with other music services and offer them as prizes in their under-the-bottlecap contests.