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It doesn't bother me when a specific product is used in a place where they would otherwise have to make up a fake one (e.g., drinking a Coke instead of some fake cola brand). What bugs the crap out of me is when they do things that seem like they're only put in there to call out a product. I read once that the cigar smoking thing in ID4 was added specifically as a product placement deal.
I also read where the original script for ET called for a different candy from reese's pieces (M&Ms? I forget which), but that the makes wouldn't go for it so they switched to reese's. It ended up causing a huge spike in reese's pieces sales.
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