iTunes Music Service

I’ve been playing with the new iTunes music service and wondering how it works. It uses urls like this:

itms://ax.phobos.apple.com.edgesuite.net/WebObjects/MZStore.woa/wa/com.apple.jingle.app.store.DirectAction/storeFront

Swap out itms with http and you get a look at an XML document with tags like <PictureView< <OpenURL<

Anyone know if this markup is something Apple came up with? Are there other browsers that can render that markup? I wonder if I could make an Eliteland music store that actually had more of the music I wanted to buy and and drop a link in from iTunes. Listening: the last word is a silent vowel - halley