One of our readers sent in a question where he asked us on instructions to disable Ping in the new iTunes 10. Though turning off Ping is pretty simple, the settings are hidden inside your account settings.
To disable ping on iTunes, launch iTunes and then go to the Store menu and Click on the option to "View My account". Enter your username/password if prompted. You will be taken to the settings page.
In the middle of the page you will see an option for Ping. Just click the "Turn Off" button. You will get another prompt which will disable a message, click the Turn Off button on it to disable Ping.