We are almost at the ten-year anniversary of what has to be the most bizarre and self-aggrandizing violation committed by an Irish rock band and a tech company CEO. And, probably the only one actually.

For context, on September 9th, 2014, Tim Cook teamed up with rock band U2 to provide every iTunes user with their 13th studio album. The problem was no one wanted it. Okay, maybe not "no one," but the album was not just made available for free in iTunes but downloaded directly overnight to every iPod and iPhone.

It then could not be deleted. If that sounds like a bizarre thing to do, it was! There was no public announcement about what was occurring; people just woke up to find "Songs of Innocence" completely downloaded.

Bono, in a statement that was packed with self-awareness, said, "I'd thought if we could just put our music within reach of people, they might choose to reach out toward it." Yeah, Bono, that had been the problem - there was a lack of awareness about a Grammy-winning band with several gold albums, whose work had been featured all over commercials and had performed at the Super Bowl.

In his memoir, Bono would take full responsibility and acknowledge it as a misstep, even referencing one social media user who posted, "A free U2 album is overpriced." Apple has never duplicated force-feeding us media, and with the emergence of streaming platforms like Spotify and their own Apple Music, it is unlikely something like this will ever occur again.

Still, to non-iTunes users who lived through the event, we still plug in our phones to the car only for the song "The Trouble" off the album to start playing. Its first line, "How does it feel when someone else takes control?" Great question, Bozo Bono. Not good. It does not feel good