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In defence of newspapers and serendipity
They should take a look at bands like Motley Crue and see how they've embraced today's media.
It could be a bizarre (read: controversial/calculated) way to get attention in our ADD world. It sure creates a much longer buzz, even though it seems counterintuitive. I wonder how many people are now curious to hear the new songs because of all the hoopla.
I'm sure that regardless of their motives and questionable business decisions, they will move a whole lot of CDs and sell-out arenas.