Product Placement in Online Viral Videos

Picture_1Brandframe calls itself the "YouTube product placement agency."  Basically they match brands with online video producers.  The brands hope their product is featured in the next viral phenomenon.  The producers get funding to offset their production costs.  It's a pretty standard product placement model.

I'm a bit ambivalent about this one.  I'm not a huge product placement proponent to begin with [unless it's a true product integration or well-done branded entertainment a la BMW Films].  Then again I always applaud those who see an opportunity and make a business of it.

Curious what everyone else thinks ...