I'd say two things: One is that you're correct, it has been happening for years within the industry, so it's kind of weird to see an article almost in the styl

I'd say two things: One is that you're correct, it has been happening for years within the industry, so it's kind of weird to see an article almost in the style of an "expose" on the practice. Two is that it really isn't getting huge market traction. Or it wasn't at the time when I was working more closely with it. It was considered more like a value-add or diversification strategy alongside other media buys and not a primary strategy.