music listening has been falling for a while now. no company public or not will choose to commit suicide out of purity principle

Spotify is welcome to go into all those other businesses, but why do they have to destroy their one valuable resource in an attempt to leverage it for all this other garbage? Doing one thing really good - so good that people will pay you for it - is not a "purity principle". It used to be the fundamental reason for existence for many companies.