Radiohead's bold new step

At best, I'm a casual fan of Radiohead. I don't have any of their albums, and I only know a few of their songs. But their newest album, "In Rainbows", is a ballsy move, and one that could sound yet another death knell for the music industry. The album is only available via download at their website, and anyone who downloads it can pay any price they wish for the album, or even get it for free. It's not on a record label, and not on ITunes. This is one of the biggest bands in the world, basically saying "fuck you" to the recording industry. The record industry has been screwing artists since its inception, and now with the advancement of technology being what it is, established artists like Radiohead are telling them "we don't need you." If this is successful, other artists can follow suit, or use it as a strong and persuasive negotiating point with the record companies.