Rush has been with Atlantic since Presto. Atlantic's stable of bands continues to shrink. They are really heavy into promotion of more pop, rap, hip hop genres than anything else. The record industry is evolving rapidly. The new album is close, and the band (and their management) felt that the deal RR offered was too good to pass up at this point in their careers, and that RR would give it (and subsequent releases.....YES you heard me, subsequent releases) better exposure. Atlantic has always been good to the band, and given them the freedom to do what they do, how they do it. But all things change, and Atlantic continues to as well, so it was a good fit for everyone............except Atlantic; but even they understand.