After previewing Urge a couple days ago, I have to say MTV has a long ways to go to be a valiant competitor to iTunes. In order to install Urge, you must download the client, and once you've installed everything, it prompts to see if you've installed Windows Media Player 10. If not, you must update Media Player as well. After a reboot, you can finally use the product.
Urge seems to be the anti-itunes. While itunes greets you with its simplicity and grayish white background, Urge's black background attacks you with a flurry of pictures and animations designed to maximize distraction. It seems they decided to copy MTV's homepage and stick it in Media Player.
The organization of this "application" is horrible. There seems to be no rhyme or reason to is organization. Here's a screenshot:
I really don't think MTV is cut out for the digital age. They don't understand it and have been to slow to adapt. Maybe Microsoft will whip them into shape. In the meantime, long live itunes.