It took me a while to realize what the problem is.
For a long time, we've seen sponsored content as a bad, evil thing, that is driven by greed and capitalism. ( See corresponding Wayne's World moment1 )
This still stands for many situations but it seems like there are people out there only accepting and promoting things they: - believe in - have no issues with ( neither moral, nor technical ) - or even actually use them.
All these cases are, in my opinion, valid cases for accepting money and is pretty far from evil.
Image a world where all the commercials are done by people actually believing in the product - and not the money behind it.