Here's what I saw while watching reruns of The ellen degeneres show. After a segment covering the 2007 VMAs red carpet, where the correspondent took pictures of himself and celebrities with his obviously-sponsored RAZR 2, Ellen turned the studio audience into grateful hysterics by revealing that they were getting their own RAZR 2s after the show.

Aside from wishing I was in the audience during taping (it's still a free phone), I found myself wondering: is this really an effective way of marketing something? It was pretty obvious that Motorola paid the show to pimp their smartphone. I also imagine that some marketers would consider a great way to build word-of-mouth momentum, as the lucky freeloaders and viewers at home eagerly tell their friends: "Did you know Ellen gave everyone in the audience one RAZR 2 each?!"

There's something wrong with that picture, and it's this: What's more memorable, the freebie that was easily handed out, or the shows generosity? Does anyone remember what car Oprah gave everyone in the audience just over three years ago? I doubt that anyone would remember than Ellen gave out RAZR 2s, and simply talk about how openhanded The Ellen Degeneres show was.