Twisting Mickey's ears will get you some music

Aimed at Mickey Mouse-loving crowd the iRiver Mplayer+ hit store shelves in Japan. Featuring 2gb of memory and shaped as mickey's head with music controls in its ears, the miniature mp3 player sells for about $60. What caught my attention is a promo image showing the mplayer+ attached to a cell phone strap (see below). Taking into account that nowadays phones are capable of mp3 playback it seems strange that you will carry another player along with your phone. Or maybe iRiver has uncovered a niche of music phone-shy users?