THE BELIEVER: Do you think [the In Rainbows pay-what-you-want method] worked?

Thom Yorke: Oh, yeah. It worked on two or three different levels. The first level is just sort of getting a point across that we wanted to get across about music being valuable. It also worked as a way of using the Internet to promote your record, without having to use iTunes or Google or whatever. You rely on the fact that you know a lot of people want to hear it. You don’t want to have to go to the radio first and go through all that bullshit about what’s the first single. You don’t want to have to go to the press. That was my thing, like, I am not giving it to the press two months early so they can tear it to shreds and destroy it for people before they’ve even heard it. And it worked on that level. And it also worked financially.