Reznor is quick to point out he's not merely using Williams as a stalking-horse to try out the idea:
Radiohead is one of my favorite bands, and if I were sitting on a finished Nine Inch Nails record right now, I would do exactly the same thing they're doing. I think that right now, the music industry is between business models.
When Reznor says "the exact same thing", presumably that's not including the eye-wateringly expensive physical version. Presumably.
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