Apple's decision to give away U2's new album to each and every iOS user didn't go very well. Now, Bono has apologised for what he's done.
Oops. Um. I'm sorry about that. I had this beautiful idea and we got carried away with ourselves.
Artists are prone to that kind of thing. Drop of megalomania, touch of generosity, dash of self-promotion, and deep fear that these songs that we poured our life into over the last few years might not be heard.
There's a lot of noise out there. I guess we got a little noisy ourselves to get through it.