On a markedly less drunken occasion at home in the South of France last summer, Bono experienced a eureka moment. Staring at his huge plasma TV screen he was using to play music, he found himself suddenly frustrated by the virtually static nature of the iTunes control panel.
"I'm looking at this stationary iTunes, wondering why if we were listening to The Joshua Tree, you couldn't maybe see full-screen photographs moving?" he recalls. "If I was reshooting that cover now, I'd shoot it over 40 minutes and have the heads moving. Even in working-class homes there's big, fuck-off plasma screens. And I thought, Look at that screen and then think about the gatefold vinyl album in its heydey...this is way better! This could waste it!"
As a result, U2 are currently working on releasing No Line on the Horizon as a downloadable widget - a piece of interactive software - complete with artwork and lyrics. "Then I thought, Gosh, you can't rob that." Bono points out, arching an eyebrow knowingly. "We might have thought of a new format".