Ultimately I think the main issue is that in the past ten years is that they've only put out two albums. One annoyed people because of how it was released, and the other one some people probably didn't realize was new because it had a similar title (especially with the I+E tour name). So I think they've just fallen a bit off the radar, not even the mainstream, which of course is unattainable, but for even their target demo.
That said, unlike the mainstream and the younger crowd, I think they can win back the base. This could be the first step on the road to doing that. But I really hope there's an album soon. Even if this song isn't on it. They need to parlay whatever press they're getting from the Sphere (TBD) into "U2 is back."