When Radiohead released In Rainbows in 2007, they had a radical pricing scheme: whatever you want. The group set up a website where fans could name their own price, even if that price was zero. They figured that people stole music anyway, so why not let them steal it officially? Many fans did opt to get it for free, but enough others paid that the band made a fortune from the disc. It also helped that they didn't have to give any of the money to a record company, or spend money printing discs. The group insisted the release was a success, but for their next LP in 2011, The King of Limbs, they decided to set price points.