I don't know if I buy this framing. The intro Pearl Jam story is only noteworthy because it's unique. Cobain wasn't one of a million examples of counter-culture; we still talk about him today because it was uniquely his brand (to be incredibly famous while seemingly rejecting the fame). Michael Jackson's hair caught on fire filming a Pepsi commercial in 1984. Bill Cosby famously hawked Jell-O Pudding. Sports stars we…
Michael Jackson, Bill Cosby, and Ronald Regan are all great examples of people who were considered sellouts at the time. It didn't hinder their mainstream commercial success, but there were a large number of people that definitely did not consider them cool. Sellouts have always existed at some level, but now it's different, I don't even think a lot of kids know what "sellout" means.
I think they still do, but selling out to do a deal with a brand to put your name on some clothes or cookies is so far down the scale it doesn't really register to begin with. At worst, all the harm it does is a potential harm to their future art, but a man's gotta make money somehow. It is capitalism after all.
Selling out when there are moral or ethical problems in the mix, they're still able to get very mad about that, but most artists are smart enough to not sell out to Northrup Grumman, OpenAI, Nestlé, nor to your favourite local crypto coin or gambling website.