The music labels are sweating, because Amazon has decided to take cloud-enabled music and video storage into its own hands with the launch of a new Cloud Drive and Cloud Player service. It’s a step that both Google and Apple have yet to take, but one that users have been waiting for, so what could be the problem?

The controversy lays in the legality question, says the labels, who have scoured the unlicensed service for rights violations, hoping to catch Amazon in the act of stepping on their toes. Whether or not Amazon has infringed on the labels’ rights is yet to be determined, but whatever is decided will set the tone for future digital media decisions.

Purportedly, Amazon gave the labels just a few days’ notice before the launch and has since stated that it doesn’t need a license for the storage service.  Logically, any objective observer would be inclined to agree. The argument is that if a customer buys anything, be it physical or digital, they then own it and should be able to store it wherever they want—on a personal hard drive or a cloud server that they’ve rightfully paid for. As a consumer, I want to give Amazon a high five for rolling out this service, and in such a bold and stick-it-to-‘em way. Very entertaining.

And all of this on the heels of Amazon’s debacle with California lawmakers as well as its jumping into the video streaming mix with last month’s release of 5,000 instantly available videos to Amazon Prime members. I wonder whose feathers they’ll ruffle next.