I didn't get it before, and really don't get it now. I get it! This is just iPod counter culture!
You know that guy who got a Zune tattoo, and a reward of 5 free songs and some Zune stickers from Microsoft? Here's his second tattoo. Guess he wants more stickers. Perhaps there's some subliminal programming in those new ads?
Image of new tattoo from Engadget, image of the old Tattoo: