There are a couple of points, firstly most videos on YouTube have come from a broadcast situation having previously being aired and therefore this is merely an extension of this medium. Generating buzz around brands and bands is in this day an age not a bad thing, and is the future of connecting with consumers.

The quality issue which people point to as allowing this medium to exist ( therefore in some way removes it from a required purchase ) will disappear soon as technology improves , so this argument is only short term.

Where everyone does win , is in the area of long tail items which everyone knows makes up the bulk of most companies profits in the online arena.

Being sensible , partnering with Youtube to offer people the chance to purchase material through their portals represents an opportunity I know Warner will be taking advantage of.

In the short term they are raising band ( or brand ) awareness , it is only a matter of time before purchase options to consumers are offered by extending the technology to identify the items they are viewing and present contextual and relevant options . I know I would have bought the backstreet boys sony after watching those Chinese students sing into their brushes.