Last week we totally harshed on NBC's 30 Rock for writing McDonald's McFlurry into its script in such a sellout-y way. But it was all natural, no ad money, just for fun, allegedly!

For all the e-ink spilled over whether 30 Rock gave the McFlurry too much product placement last week (even Jane Krakowski is unsure now!), we think there's a different, far bigger case to be made.