Or they could have set the price to $0 for the next 1 or 6 months or something like that.
I'm not a U2 fan. I think I like one or two of their songs. I have no interest in getting their new album (or being some of the people counted as why their new album went Double-Platinum).
If, instead, I was given a free $10 gift card from Apple to anything in their catalog, I would be happy to make my own selections.