"That’s against what I am as a musician – doing things to be popular" he said.
Asked about why his image has gone from the S&M‑meets-Lord-Of-The-Rings stylings of his last album, 'The Bachelor', to the piano-on-a-beach-Gap-advert of his 'The City' video, he blamed therapy, soul-searching and "letting that love into my life, taking off the layers of my character and letting myself exist in a more natural way".
Well, that's cleared that up.