How about; here is some undeniably great music that was not compromised by a want to be loved by stupid asshole kids who are and will be indifferent?
Yes, I am talking about a creative direction.
I don't care if it's influenced by lounge music, hip-hop, country or death metal, until they stop trying to appease the poppy heads, they'll be hindered by an inconsistent creative focus. Because they aren't really, at their core, part of that shit. They like catchy music and always have but there's a difference between writing a catchy song naturally and totally contriving to do so. (This has to be a rockin' 45!) Maybe they covet this sort of thing, but it's not really them. And it obviously doesn't help to be aging in an extremely image conscious (now more than ever) arena and pretending like you're an exception to the rule.
Well, all that and still having Larry as their drummer can't help.
Well, what defines great (ie we want this on the record) music for all four guys in the band ? It may change over time - and it probably has for U2 in the 30 years ... and maybe with the mileage and experience the craft gets more in the music as opposed to instinct.
The whole single/pop music angle was good (and I appreciate the ambition to have a match with the younger generation, though the execution can be debatable), and it worked well, for ATYCLB (an album equally important for their career as AB was). Mature pop album, and something fresh after the 90's had burned out in their minds. I feel HTDAAB and NLOTH didn't really have a chance to have nearly as good a developed angle (one being a retro album, but without a real theme, and the other being all over the place sonically, even if it is their best album in a long while). They do need to get out of the singles hunt (they were very lucky as it is with BD and Vertigo), but it feels like they haven't yet settled on the direction. Maybe the lukewarm reception of NLOTH will give them the nudge.
It's really down to Bono and Edge. The former delivered on NLOTH with the vocals and in-character writing (and I liked hearing he has a clear lyrical idea for SOA...), while the former is stuck in either a chime or a cliche rock riff he can't get out of.