Originally Posted by ollinger
No, it's the wave of the present. It's been discussed widely in the popular press that communities are moving towards corporate sponsorship of things like parks, hospitals and public schools, think of it as a form of income redistribution. ("Cliff Notes Junior High School" is one I'm especially eager to see.) Magazines are also scrambling for more advertising tie-ins as the economics of print media become less and less favorable.
This ties in nicely with the tennis novel Infinite Jest (it's huge and intense, but I think any tennis fan would enjoy the tennis elements). In that book, time itself has been subsidized so instead of 2013 we might have The Year of the Depend Adult Undergarment. I remember when I first read the book years ago just laughing at the idea, but now it might not be too far away!