The Offspring get it. Rock Band's Web Giveaway Turns Marketing on Its Ear

"What these industry attorneys fail to realize is that 'MP3' has replaced 'sex' as the most sought-after thing on the Internet," [Jim]Guerinot [the band's manager] said. "It's our job to figure out how to market, promote and sell music in cyberspace--not just unplug 25 million potential customers."