More and more ad agencies are forming their own product placement divisions. We've come a long way since E.T. and Reese's Pieces huh? A very long way, since "one of the roles of these units will be to come up with development ideas...that they can take to the networks and studios on behalf of their clients."
This is actually an old idea, reincarnated from the Golden Age of Radio (and early TV) when ad agencies and their copy writers created programming. Why is it making a comeback? You can blame everyone who's ever forwarded through a taped or TiVo'd commercial. Or you can blame every agency who's ever produced a commercial you wanted to forward through.