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Some people would have you believe that Spurlock is trying to dupe his audience and exploit advertisers for profit, like this is a BAD thing. But that's just it - it's not. After you see this movie, you might actually notice the subtle, insidious advertising which is omnipresent in our society. he rubs your face in it, exposes some of the inner-workings of the ad-market and tries his hardest not to look like a whore all the while.

Let's not forget Spurlock's masochistic endeavor to eat McDonalds 3x daily for a month. Is that not genuine? This time he lays his reputation on the line instead of his health, and to those who are offended by it: are you less offended by movies that use product placement shamelessly without informing the audience? Spurlock had to walk a thin line to make this movie, and I think he walked it beautifully.