Initially, I felt this was the weakest song on the album and not a good opener for what was to come but I get it now. The message behind it is so powerful and has a lot of substance and in my opinion, the video is one of Bey's best. I get why she chose this as a single. She wants to shut those people up who are saying her album is full of 'pornographic' material. There's more substance to her and she's tapped into it. Melina Matsoukas is an amazing director! Her reportoire also includes Ciara's Go, Work and Gimme Dat (some of her BEST videos) and RiRi's epic We Found Love. Such a talented young woman.