I remember the day when allowing your music to be used for any commercial venture was a capital sin. No self respecting rock star would knowingly let one of his/her songs be used to advertise a product. But recently everyone is jumping on the bandwagon. Pete sold Bargain to sell an SUV, Windows used Start Me Up (Stones) and Heroes (Bowie). Elton John has pimped Coke. Even the Counting Crows (one of the last vestals of the hippie attitude) have sold Coke. There are countless others. However, rising costs in the music industry (most, I believe, self inflicted) it is incredibly difficult to get the capital to make a record or tour the way you want to. You either have to sign away your soul to the record company or make a commercial to pay the up front expenses. So, is it still a sell out to get a million for a 30 second Pepsi add? I particularly don't understand Sting. I love the guy, but what does he need to do commercials for? The guy has money coming out of every orifice. Pete Townshend claims he has no money left over from the Who. Everything he has now, he says, is because of the commercialization of Who songs and the Tommy Broadway play. This may be true, because he chooses to still reside in England, which taxes entertainers punitively (I've heard 90 to 95%).