"At the time, the Stones hadn't licensed their songs for TV commercials so it was a big policy decision for them. We may think of them as a rock band but they are really like a corporation, with Mick the CEO and Keith the president, whose product happens to be rock music. Mick didn't want to do any licensing of songs as he felt it hurt their artistic purity. But it was at a time when their popularity has declined and so they were open to aligning themselves with new and exciting stuff in the world (like Win95 and the whole PC/Internet/Technology wave). Plus, Keith did want to license. Apparently his burn rate was higher than Mick's , and wanted the money.
By the way, the price was not the $10m or $12m or whatever that is common belief. I'm not at liberty to disclose the exact amount, but it was a small fraction of that. It was the Stones, who after doing the deal, leaked the big number figure so as to set the market price for their next deal. Also, when they delivered the song, it was NOT for the studio version we all know (and which we had agreed upon). Instead they delivered some later version that wasn't quite the same. Why? Because it was with some newer band members who got a lower royalty rate than the ones in the original version. We said no way, and got the original version."
"I found out later that the reason they gave us the live version was that it was recorded after Bill Wyman had left the band. Giving us the original meant that Wyman got his allocation of the deal which of course meant that giving us the original version of "Start Me Up" meant that Jagger, Richards and the rest of the band got less.
After it was announced that we did the deal with the Stones a rumor (started in a British paper) started that Bill had called Mick and asked for the rights to the song. According to the rumor, Mick through out a crazy high number - $14 million figuring that Bill would say no but that Bill suprised Jagger and immediately agreed to the $14M. We all laughed uproariously when we heard this (we paid a fraction of this). In fact, when one a reporter called us to get our comment our PR person just laughed and laughed."