It's also somewhat insidious. I was watching my local morning news show when the anchors cut to a segment featuring a "tech reporter in Washington D.C." who was going to give advice about buying tech gifts for the holiday season. Laid out on the table were a bunch of Microsoft products and the reporter proceeded to spew a hit piece aimed squarely at Chromebooks. Never was there any indication that it was a sponsored…
http://en.wikipedia.org/wiki/Video_news_release
Its not new, although they've been growing in popularity for decades. I could see a stream of nothing but VNRs eventually replacing TV infotainment as we know it today.