Having foisted the dreadful new U2 album on everyone, now Bono is apologising.
Not, obviously, saying sorry. But doing one of those 'hey, baby, if I'm guilty of anything it's just loving too much' apologies:
The questioner on the Facebook session said: "Can you please never release an album on iTunes that automatically downloads to peoples playlists ever again? It's really rude."Oh, man, I've just written this song. What if nobody hears the song? I know, I'll force the shitting song down their throats, whether they want it or not. Repeat ten times.
Bono replied: "I had this beautiful idea and we got carried away with ourselves. Artists are prone to that kind of thing.
"A drop of megalomania, a touch of generosity, a 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," he said.
You know that at some point, in one of the meetings, someone - and it will have been Bono - said "look, guys, it's better to do something and say sorry rather than ask for permission and get a no". And he would have been wrong.