Back to products, how many times have they mentioned "Playstation" in the Sopranos?

Yeah, good point. That's an example of properly-done placement. AJ playing a video game is a natural part of many episodes.

And Tony, do you know for a fact the Billy Bass thing was a paid placement in the above?

How could it NOT be?

Maybe we should hook Tony Soprano up with a truck load of empegs for next season...

Now that would have been cool. I know that the SonicBlue people have done product placement work before... in fact, I seem to recall that one of the portable players gets a nod in Rollerball coming out this February. (Incidentally, the new trailer for that one at apple.com looks awesome, check it out.)