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Well as some of you may be aware of or have seen in the Zune forums or other blog articles such as this one from engadget.  There is no expected firmware update or fix coming just yet for the play count issue.

Play counts keep track of how many times a song is played by a user so it is shared within the social and maintains how many times an artist, album, song is played.  Especially when tagging users with who listens to the song the most with trophies visible from the MixView or Artist profile in the Marketplace.

This new issue is speculated to be an issue in the Zune HD device itself, not hardware but software related.  It seems that during certain operations such as locking the screen or using apps can cause the Zune to not share its play counts with the online system during a synching operation.

Personally, I turn my counts on and off through out the year, I mean who wants the RIAA knowing what your listening too to generate another frivolous law suits on someone’s social security and arthritis ridden grandma?  Not me.