Hyper-Commercialism

I am taking my Media Communications major and hopefully going into film production. I watch movies differently now after going through a set of classes here at the U. One thing i notice all the time is the ridiculous product placement so i was intrigued by that in the Hyper-Commercialism article. "Product placement is undergoing another transformation, one that will alter our med culture - and further weaken the seperation between advertising and media content. Now marketers play a direct role in creating entertainment fair..." My Discussion Question is if you believe that this is going to far in today's media where someday it will be like the Truman Show? Or is this a cheaper more efficient, subliminal way for companies to get their product out.