The explanation for this is that according to Prince 'the internet is completely over'. In a slightly less surreal but equally misguided defence, he explained:
"I don't see why I should give my new music to iTunes or anyone else. They won't pay me an advance for it, and then they get angry when they can't get it.'
Now you could say little old Prince is boldly standing up to iTunes, but surely the consumers should have a say in how the product they want to buy should be packaged and sold? Not so it seems.
Those fans loyal enough to buy in CD format today were greeted with a cunning surprise when they tried to burn it themselves for MP3 consumption - there are no individual tracks just one long album.
Eek. It seems the Prince of Pop is forgetting the one big rule for remaining popular: play to the crowd and give them what they want - not what you want.
For an artist who accumulated a significant personal fortune during the 1980s and 1990s not least through his undoubted talent but also his business brain to package his product so tantalisingly for a new MTV global audience, it's a crazy slip in judgement.
Don't make the same mistake with your customers or you might not find them so accommodating. Never stop asking and delivering what your customers want: it's the only rule that matters.