After seemingly endless controversy on the subject, Bono has apologized for the Songs of Innocence iTunes situation via Facebook video Q&A. You can watch his solemn response below at around 2:15.

If you just got into this new-fangled internet thing, let us catch you up: U2 made a deal with Apple in order to distribute their newest record to all iTunes users for free – but the album was downloaded onto everyone’s iTunes library without their consent.

A fan asked the blunt question: “Can you please never release an album on iTunes that automatically downloads to people’s playlists ever again? It’s really rude.”

Bono seemed sincere in responding with:

“Oops…I’m sorry about that. I had this beautiful idea…might have gotten carried away with ourselves. Artists are prone to that thing. A drop of megalomania, a touch of generosity, a dash of self-promotion, and deep fear that these songs that we poured our life into over the last few years might not be heard. There’s a lot of noise out there. I guess we got a little noisy ourselves to get through it.”