In one fell swoop, U2 managed to get virtually the entire planet talking about them - unfortunately, what was being said wasn't always pleasant.
The Irish band paired up with Apple, sending 'Songs Of Innocence' to millions of users around the globe.
The move largely seemed to backfire, with U2 facing enormous criticism. Hosting a Facebook Q&A, Bono was - naturally enough - asked about the stunt. Issuing a tongue in cheek apology, the frontman also admitted to a little megalomania.
"Oops. 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 mightn't be heard. There's a lot of noise out there. I guess we got a little noisy ourselves to get through it."
Here's the new video for 'The Miracle (of Joey Ramone)'.