Part of Apple’s keynote speech on Tuesday was to announce the U2’s new album “Songs of Innocence” would be free to all iTunes users through to the 13th October 2014.

If you didn’t have an iTunes account, you could register one. Or you could sign in and receive the album free of charge. No hassle and no effort required.

So why offer this? A unique relationship with U2? Or was it to get as many existing iTunes users to log in and get new people to sign in/up to iTunes, all ready for the launch in the US of Apple Pay.

Now that makes more sense. Sense check your data as best as possible by getting current customers to login in and find new ones too.