Movie product placements

Whats the deal with movie product placements? they really have gone too far.

I was watching "The Book of Eli" movie tonight and in the middle of a post apocalyptic world that is desolate and people are scavenging for resources Denzel Washington pulls out to listen to a MP3 player and a pair of "Dr Dre Beats Headsets" ..... WTF?

I hope the producers got paid a chunk of change in order to feature these Beats headsets in the movie because their believability just feel through the floor.

I feel dirty.


Cheers,
Dean