If you are claiming a company, any company - did not pay for product placement in such a situation as this as a marketing strategy, I gotta laugh. Disney (or anyone else) isn't searching high and low as "the nice guys" to invite up and comers into their partners programs free of charge. If you are claiming that money or stocks/other assets does not change hands in order for, in this case - ad materials to be inserted into DVD boxes, we're living on different planets, lol. That's as preposterous as saying all these popup ads on websites, banner adverts, etc. - that websites are doing it out of the kindness of their hearts. Paying for exposure is paying for advertising and there's no way around that. From films, TV shows and movies selling "product placement" in their products to stuff like adding flyers to a DVD, it's advertising and getting your product known, and it is not free for ANYONE, it's commonplace. Semantics are silly, people pay to play, and paying for exposure is paying for ad space no matter how a guy defines it. If money or assets change hands, it's buying exposure, lol.