Count me among those who think this song is pretty kicking
Of course it's a pop song, and it doesn't have the depth of many of their other songs, but I'm confident deeper and more ambient stuff will come on the album. But I think it's up there with other excellent 'U2 rockers' which have their place in their catalogue, and I would be tempted to say superior to Elevation and Vertigo. I love U2 for being able to rock my socks off, and occasionally make me want to dance like this one, on top of making me think/cry/want to hug the whole world on many other occasions.
I think the production and structure of the song are especially promising. And I loooove the way Bono is signing, I think it's exactly what was needed in that song: smooth and sexy
I think my favourite part of the whole song are his 'not right now!' and 'get on get on get on' after the submarine/gasoline part. I have no doubt he will belt his heart out in other songs on NLOTH. The lyrics are really good too, I think I prefer them to anything on ATYCLB and HTDAAB. A lot of double-meaning (sexual and political), great stuff.
At the end of the day I know this song won't be on my top 10 U2 songs, but again none of their 'catchy rockers' tunes are. (and I really think what makes The Fly such a classic and jaw-dropping song is the solo, which to me is the most amazing guitar solo ever recorded. Without it The Fly would still be rocking, but would loose a great deal of its depth)
Hard to say how popular this song will be. For some reason I feel a lot of casual (and in fact hardcore) fans might not like it all that much, but I wouldn't be surprised if it attracts some newcomers to U2.
But overall, I like it, and can't wait for the rest!