"Accordingly, the label's focus is on the tangible. While the rest of the music business struggles to keep up with ringtones and apps, Third Man is doing the opposite — investing in, and capitalizing on, the visceral appreciation of collectible vinyl artifacts, as if records were baseball cards or comic books. And just as the card collector gets little intrinsic payoff from a JPEG of Mickey Mantle, significant numbers of Jack White's fans get little from an MP3."