Sponsors Using Viral Marketing - Right Or Wrong?

With the recent boom in viral marketing on P2P networks, YouTube, MySpace, and other sites/services of a similar nature do you think it is wrong for sponsors to distribute their content on these types of site/service?

I know a lot of the straight programs are now uploading scenes from their members area to BitTorrent sites, YouTube, Password trading and P2P/FileSharing networks, how do you view sponsors that do this?

Do you think they should be contributing content to these types of sites at all given how they could potentially be taking money out of their affiliates pockets or is it fair game if the sponsors want to use these types of sites as marketing tools?

What are your thoughts on this, good or bad, right or wrong?

Regards,

Lee