xbox and machinima

What do you think of the ad campaign and agreements between the xbox, machinima and various YouTubers?
In my opinion if it is done without hiding the aim is correct because everyone is free to use whatever you want in their gameplay

Everyone does it. I am ok with them paying for advertisments as long as it won't end in viral marketing. Think of Intel who caused harm in millions height to AMD with paying OEMs to give them an unfair advantage oder like Samsung paying hundreds of thousand dollars to spread negative statements against rival companies.

Also there is so much shittalk on Microsoft, causing them to lose many potential customers. Don't want to blame anyone for viral marketing, but thats just ridiculous and i think it's not a bad act from them trying to compensate this.