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Giving it away for free

So in the past year, a lot has happened in music. Radiohead, Coldplay, and recently announced Metallica have been selling their albums via digital download, and you name your price. Radiohead had over 1 million downloads, and averaged $8 a user. Thats amazing.
Now, Nine Inch Nails is taking it a step further. Free. You heard me, 100% free.

as a thank you to our fans for your continued support, we are giving away the new nine inch nails album one hundred percent free, exclusively via

Could it be Trent Resnor truly enjoys making music, so much so that giving it away makes him happy? Or is this just hype, for concert promotions & other product sales?
What do you think?