The real value of .Mac lies in its Mac OS X integration. You can share photos from iPhoto with a single click, sync contacts and more for easy backup, and perform other useful functions from within the iLife suite and elsewhere. However, that value offer isn't proving compelling for Mac customers: the entire "Software, Service, and other sales" category that includes .Mac revenue accounted for $529 million in revenue during its most recent quarter, and Leopard upgrades counted for a large portion of that total. Some have suggested that Apple make .Mac free -- a loss leader that would help to move more Mac and iPhone units. Alternatively, the company could dramatically reduce the price, perhaps in half, and increase the online storage capacity as well as enhance offered services. Yet still, the company could give away .Mac subscriptions with new Mac purchases.