Doesn't appeal to the usual singles market at all. Will not do well on downloads. So it will not do as well as hyped seems to be the opinion of many.
All totally wrong of course. Has huge physical pre-orders and is going to be prominently on sale in every supermarket in the country. Possibly the biggest single week of any single for ages. It appeals to a huge market that is much bigger than the normal singles buying one, one that Record Companies have given up on normally.