In the old days a TV sync was perceived as not so cool or whittling away at your indie cred. Now it's seen as much more of an opportunity than a sellout as a way to find fans who wouldn't have ordinarily come across their genre of music.
I think that people who live in cultures without quite so much privilege opportunity or grandiosity have a little bit more respect for the workings of destiny and the limitations that people can find themselves in through no fault of their own.
