Negotiation is marketing is sales is negotiation is marketing . . . 

So what's Radiohead got to do with it?  According to the Church of the Customer, greater access to consumer information and, of course, generating demand. 

See excerpt below and link to full article here.

Of more benefit to them now is building a database of buyers, bypassing the information black hole of so many retail channels. That's the value exchange.

And in a few months, Radiohead will partner with a label, which will manufacture a CD of the album. If the album is great (always a non-quantitative variable when it comes to art), it will have already created demand for the totem version of the album.

If scarcity isn't your primary method for generating demand, then getting your product or service into as many hands, mouths and minds possible is. The ideas, products or services that spread the most usually win.

Today and more so tomorrow, that means letting go of the control you're accustomed to.