It's the first rule in Bruce Dickinson's playbook. The belief in this intention is what triggers the process of turning them into fans. If you don't create that belief, you have very little to play with. You demonstrate integrity by doing the right thing first Bruce talks a lot about integrity - and you can tell the concept means a lot to him.
He is someone who did not hesitate to industry leads go to Sarajevo to give a concert for a beleaguered population; someone who demanded a retraction from a national newspaper that reported he was on the UK Olympic fencing team - because he was only on the team and didn't want to belittle those who had made the final cut. Iron Maiden's approach to audience experience during lockdown is driven by this kind of integrity.
The band decided that socially distanced gigs would sell their fans too far in terms of experience. They wouldn't represent value for money, and therefore they wouldn't do it. Instead, Iron Maiden has focused on creating experiences that may not make money, but make sense in a world of lockdown. My favorite of them was the listening party they held on Twitter to celebrate Powerslave's classic 1984 album. Fans played the album at home, everyone dropping the needle on disc at the same time for a fully synchronized experience.