In terms of marketing, it’s an interesting ploy. Why charge for the music at all, why not give it away and make your money as a musician from playing live? That might work for a band as huge as U2, I’m not sure every artist would agree with the premise.
On the Technology front, however, I do find this interesting. How do you feel about Apple pushing out an album to your iCloud storage without your consent? For non iCloud users, how do you feel about the fact that this album is no listed as a purchased item in your iTunes library, potentially affecting the genius recommendations in the future, even if you choose not to download it. (It shows as a purchased item regardless of whether you go to the Purchases link and download it or not.
How do you feel about Apple pushing an album out to all iTunes users whether they want it or not?
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