In recent years, the Roman authorities have called for corporate sponsorships of the city's ancient ruins to help assist with the costs of their upkeep. What are the costs and benefits of such an agreement? What's the academic consensus on whether or not it's "worth it"?

Obviously it depends on how it is implemented, but archaeology is always short of money, and while I understand a certain visceral reaction to The Coliseum Brought to You by Macdonalds, I don't see a real difference between this and the feudal lords, wealthy businessmen and colonial authorities that have traditionally funded projects. In other words, I don't see how Home Depot is worse than Saddam Hussein.