The star has made himself available to Londoners with supreme generosity, charging just Â£31.21 for a concert ticket with a copy of his new album, Planet Earth, thrown in at the door.
Music stores and his latest record label, Sony BMG, were infuriated, but they must now acknowledge that the move has placed an artist well past his songwriting peak right back on top.
Prince has recognised, correctly, that these days a new album is just one money-making opportunity of many for a major star, of little more significance than ringtones.
Mainly, though, the giveaway has prompted even more interest in Prince the performer. It was evident right from his emergence from a cloud of smoke, flanked by Amazonian identical twin dancers, that the stage is where he most wants to be.
When he finally relinquished the spotlight, he had spun and slinked his way through a fabulously entertaining set that demonstrated that, unlike that omnipresent album, talent like this only appears once in a generation.
Albums are abundant. And free. Talent like this only appears once in a generation.