Radiohead are branching out into the world of games and creativity, trying to find a place where they can keep music relevant by existing in the world of apps and personal devices.
Due to the fact that music is almost completely dead and killed off, at least someone is trying to maintain a level of creative interaction with fans. If this keeps Radiohead relevant, all the better. A band cannot just put out music and live in an insular world anymore. There has to be an adaptation to the technology of the day that rivals that of any previous experience.