If you don't think this is a start of a trend...well...the last true marketing opportunity. I'm aware that there's a few schools in the states which are already basically sponsored by corporations but this is quite sad...Anyway, have a read of Jennifer Government by Max Barry if you want to get a feel for the way things may be going. It's basically a story of what can happen if corporations become more powerful than governments (so, your kids get names like Kate MacDonalds and John Hasbro etc...)