How do I turn off Genius

[Vertigo]

Whilst enabling iTunes Match the other day, iTunes took it upon itself to enable Genius without asking me. Now I can't turn it off!

There should be a "Turn off Genius" option on the Store menu but it's not there, only "Update Genius".

Can someone please tell me how I disable this feature?

 

[Vertigo]

Ah, I'm now reading that apparently Genius is required for iTunes Match, which would explain why it enabled of its own accord and why I can't disable it.