I think it's different when a band that's 'made it' sells out for commercials, for one. Also, it's become so prevalent, we're inured to it a bit.
Here we're talking about indie bands that aren't selling out but are selling 'up' -- this is what might bring them enough attention to make it as a full time band. Whereas when you hear the Cure or U2 or R.E.M. on a commercial, you may think "fecking putzes, like they need more money?" It's just about money, not exposure.
It's tough times for recording artists for so many reasons right now. Get some exposure and work it, baby, work it.