In a recent MTV interview, Sway asks Bono about Kanye West, who he praises as being at the epicenter of culture, or something to that effect. By that, he means that Kanye understands the culture that's going on around him, in all aspects, from music to art to fashion to film, etc., and this keeps him ahead of the curve compared to his contemporaries. At least, that was my interpretation.
I think 90's U2 had this understanding about the culture around them, and they've lost that in the last decade. I remember reading that before Achtung Baby, Edge was listening to a lot of NIN, Sonic Youth, My Bloody Valentine, Jane's Addiction, etc., which at the time, were underground, avant-garde groups. And Bono was huge into Public Enemy, at a time when rap still wasn't mainstream, save for Run DMC and the Beastie Boys. In fact, he saw hip-hop and electronica as the future, at a time when grunge ruled, calling grunge bands something like "60s-inspired" bands because he saw them as a step back instead of a step forward. Talk about being ahead of the curve!
My point is, I think 90s U2 was in tune with what was going on around them, not just in the pop landscape, but in the alternative-indie realm and beyond, and they had an inherent desire to stay ahead of the curve. This informed their music and made it rich and interesting. I think they've lost this awareness now. They're not really as in tune with the cultural landscape as they used to be, and probably don't care to be. I mean, the fact that they cite Kings of Leon, Coldplay and the Killers as their contemporaries shows this. These bands may have ambition, but I don't think they're the bands that are truly breaking new ground.
I'm not saying that all indie music is great, a lot of it is shit, but for the band to have an awareness of it and compete with it important, rather than complain about how it's in the ghetto. For example, if Animal Collective or Deerhunter is what everybody's on about, then U2 should be citing them as contemporaries and taking notice.
Sooooooooo, basically... u2 should get arty again.