The Oscars ceremony is all about the creative people.
The actors, the directors, the make-up artists and the accountants who are more creative than all these put together.
In order to make accounting for the show easier, sponsors are seduced.
In a repeat performance, one of this year's main sponsors is Samsung. So the company has had to find subtle ways to inject its products into the joyfest.
"Hey, I know," one wise Samsungite must have said. "How 'bout we pay Ellen a ton of money to take a selfie with one of our products?"
"Oooh. That's so modern," a boss must have replied. "The kids will love that."
So it was that the Oscars presenter, Ellen Degeneres, paused for a moment to not merely shove a little product into proceedings, but to blur the line between product placement and fabulously crude advertising.
I say "blur the line" because, well, presenters can be nervous when knowing there is no take-two for the shilling.
On Twitter, Ellen had to confess the product was imperfect with a very modern hashtag: #blurry.