The product is the content

Another corporate attempt to break through the participatory culture barrier and blur the lines between content and sponsorship. I get worried about my children's future when I see this sort of thing, particularly in light of the apparently increasing difficulty of some audience members to distinguish fact from fiction/fantasy.

UPDATE: Volkswagen is getting in on the act. Hey, I know, how about a feature length film built around a lovable VW car with some wacky friends and a vague love interest sub-plot?