“With or without this embedding problem, we’ll never get 50 zillion views on a YouTube video again. That moment – the dawn of internet video – is gone. The internet isn’t as anarchic as it was then. Now there are Madison Avenue firms that specialize in “viral marketing” and the success of our videos is now taught in business school. But here’s a secret: zillions of hits was never the point. We’re a rock band, and it’s a great gig. Not just because we get to snort drugs off the Queen of England (we do), but because the only thing we are expected to do is make cool stuff. We chase our craziest ideas for a living, and if sharing those ideas takes 40 websites instead of one, it doesn’t make too big a difference to us.”

I think this is the most awesome insight into the state of digital media and social engagement in a very long time. The entire letter is really great and is actually a very reasonable commentary on the state of the music industry as a whole, too.