One of the most admired bands in a generation decided to put its popularity to the ultimate test, offering its new album In Rainbows for whatever price fans wanted to pay. It was a step into the foggy media future, in which content is king, the middle man is endangered—and customers directly choose winners and losers. Scary downside: Who will nurture new and unknown artists? Thrilling upside: Now you can be your own recording mogul!