"Mastered For iTunes" - Maybe Marketing Malarky?

Apple has been talking up their "Mastered For iTunes" project, where audio files are made available with better quality that the "standard" AAC files. However, there is some doubt being cast upon the whole thing, in particular the article linked below cites a recording engineer and a mastering engineer who both have a less than enthusiastic opinion. My old ears probably couldn't tell the difference now anyway - MP3s and such usually sound fine to me - but I still don't like the idea of being misled.