There are SO MANY linguistic & psychological errors w this statement, unfortunately it's been passed around for years http://cargocollective.com/learnso...
This 'sleazy carnival' analogy is a good iteration of how I feel ab 'sponsorship.' "It's no wonder they don't trust us" http://sethgodin.typepad.com/seths_b...
Samsung's NOTCOT/Uncrate/Trendhunter work ever so slightly approaches the idea http://thefutureofads.com/samsung... things like Pepsi+4SQ much closer though