I'm giving it a try after watching theneedledrop's latest
video. He made a point to state that the curated/automated playlists are actually pretty good, compared to Spotify (something I have also noticed), and may actually be more esoteric than you would expect.
The iTunes app on my computer instantly connects to last.fm when I'm streaming which is a plus, and the scrobbler app on my phone still works if I go into it after selecting which album/playlist to listen to via the iTunes app.
The first three months are free (and I've turned automatic renewal off) so I guess that's plenty of time for me to get used to it, and make my own decision. So far, It's definitely going to make a strong case - and looks a much better option than Spotify imo.