I have no issues with the creative output of the band. I actually think SOE was their strongest album since All That You Can't Leave Behind. I really liked SOI too. I just think the promotion and marketing was dreadful. The Blackout was crying out to be the first single. Best Thing is a dud in its recorded form (live version is much better). They were performing this and American Soul in the build up to the release of SOE and these are two of the weakest tracks on the album. The band looked tired and under rehearsed during these performances. When they performed 'Get Out of Your Own Way' at the Grammys, they were much better but the momentum was lost. There was no build up or interviews done on the website. What about a one off gig in secret location where they did the new album plus a few classics. That would have worked!
There is little to no innovation in how the band promotes themselves and the fanclub is a prime example.
A decent mobile app would be a start. Let members download with with a code and put up a live show recording every month from a classic period (Joshua Tree, War, Zoo Tv). That is just one idea.