I've said this before, but I think U2's biggest problem is that they didn't lean in to their U2-ness in the right way after ATYCLB. ATYCLB was a big pop smash because, to most, it felt good to hear U2 singing anthemic rock songs again and the album sounded completely sincere.
Since then, it's been a futile chase for pop culture relevancy with extremely diminishing returns.
The best comparison here is Bruce Springsteen. I've attended multiple shows on every tour since the Reunion. I was 13 at the time and easily the youngest person there. The '99 Reunion was a nice nostalgia trip but, culturally speaking, Bruce was pretty irrelevant. Then 9/11 happened and, like U2, Bruce seized the moment with a culturally relevant album and an incredible tour that brought people together.
The difference is that, while U2 went hunting for radio gold again, Bruce realized that Dancing in the Dark was 25 years old and he wasn't going back there again. So he just kept on being Bruce. He wrote songs about American life and small town girls and the plight of the working class. They sounded like Bruce. The tours were marathon shows with a joyful parade of goofy fun and community on stage. It was hokey, but who gives a shit? It was awesome. And then, around this time, Bruce settled into a comfortable role as an elder statesman of rock. The Killers and The Arcade Fire and basically every other up and coming band started listing him as a major influence. They made songs blatantly ripping him off. He became *cool* again. Every show I've gone to since the Magic tour has gotten younger and younger. He didn't chase relevance. It came to him. Fast forward to last year and he wrote an album inspired by 1960s Glen Campbell records and it turned out to be one of the most acclaimed albums of his *career.*
Our boys are different. They should have owned the fact that "yes, we write weird indie-rock anthems. Yup, I'm the guy on stage waving white flags and screaming about rebel songs." Instead, we got some strange disco remix in a stadium and then a complaint that "the audience wasn't groovy enough," to enjoy a techno remix to a shitty pop song they wrote in 2009. No, Bono. It wasn't the audience that wasn't groovy enough - the US was at the beginning of an EDM explosion at the time. It's that it just wasn't good and, frankly, the band seemed like a bunch of try-hards. The guy who's been at the club 15 years past his expiration date.
It's not to say that the music should be U2-by-numbers. It's that if they would have just owned their weirdness - their penchant for sonic experimentation mixed with big anthemic numbers - they would have fit right in with Bruce and Tom Petty as bands that are even cooler *because* they're old. While U2 was busy desperately trying to get in to the cool clubs wearing last year's fashion, Bruce was sitting at his regular neighborhood bar, and everyone was coming to see him. It's a shame they didn't see it that way.