Wasn't the U2 ipod part of their marketing? Didn't they release vertigo right around the same time the special edition ipod came out last october/november? I think I am right on that and assuming so I think that was primarily part of their marketing campaign. I would say they specifically invested x amount into it and worked with apple to establish such a player. Part apple, part U2. With the rumored Dave Matthews ipod, I am sure so and so band's will start looking more into their own ipod based on their financials etc.