Why would it be associated with The Who? Just asking for clarification on the enthymeme in the title. Also, in the same vein, how are we to understand selling out. Brands as the basis of identity/culture? Celebrity endorsement? Something more malicious like intentionally misleading people through association with the famous regardless of its basis in ethics? etc. This is potentially significant because it can swing the appropriate answer from the birth of the corporation, to the advent of mass media, to some more specific event like OP suggests.