Novel way Radiohead finds to sell music

Radiohead is trying out a novel way to sell their own music, which is far away from the way the RIAA pushes. Radiohead is letting the users decide how much they want to pay for downloading the songs: people can pay radiohead whatever they think is worth. Not only that, the cds get shipped in a box both in CD and Vinyl form, along with a box of goodies, posters and lyrics. What radiohead realized is that you don't sell music, you use music to sell something else.