I think the implication is that Job's expects others to commit. Remember, he is a master of "spin". Other labels will not join unless they have a good business reason to do so. I am not sure why EMI has done this (although I'm glad they did) but they must expect some sort of gain. If anything, Job's may have made that comment in an attempt to pressure the other labels.
This seems obvious to me. Perhaps not to everyone else...
Let me explain. But before I do, I have to say I disagree with your statement of Steve Jobs being a master of spin. It is not that at all, it is just that he looks at things differently than others - truly different.
For example, 10 months ago, when the 5 year contract was up between Apple and the record labels, every single big name label wanted to charge $1.29 per song at the iTunes Store. Steve Jobs was able to maintain the 99? price point in the contract renegotiations. But now he has an option for the record labels to get their $1.29 pricing that they want.
Steve looked at the problem differently and was able to provide a solution that would give the labels (the greedy bastards that they are) the money they want while also providing the consumers a perceived value, and an obvious benefit, in this price increase. This benefit being DRM free music AND also audio quality that is greatly increased, which is not a sacrifice on the part of the labels. The labels only sacrifice is providing content that is DRM free and this is greatly justified with the price increase and the numbers will show that the quantity of purchased songs from the iTS is small enough as to not be a concern of piracy and such.
Any content that might be pirated is of a small enough quantity as to be offset by the price increase.
So, I would argue that Jobs didn't make the comment to "pressure" labels, he made the comment because the labels WANT to charge $1.29 per song. Hence, other labels will be coming on board. There will be no pressuring. There will be no spinning. The announcement seemed to be quite forth-coming.
To get the songs without DRM, you have to pay $1.29 - plus you get extra fidelity; to pay 99?, you have to have DRM.
There doesn't seem to be any "spin" in this. How are we being tricked into just believing this is good when it really isn't? This question is rhetorical of course because there really is no tricking involved; or "spinning" for that matter.