Yes, the home page examples just look like product placement. It's done in movies all the time. From movies, you would think that Apple laptops have 80% market share.
But, looking further we see:
Formats supported
* Commercial breaks
* Billboards and posters
* Video Billboards
* Animation Billboards
* Background music
* 3D products (static / animated / interactivity)
Location & Positioning
* Background
* Storyline
* Part of the main storyline or the main character
It's one thing to get advertising when reading free content. It's something else when you pay for a product and it comes with commercial breaks and animated billboards.