really? not being in it for the money doesn't mean you can't receive money for your music. using your song in some McDonald's ad is pretty bogie, sure, but that Gonzalez Sony one - that hardly says he's in it for the money alone. it is, as you said, a way to reach a bigger audience and also get money to continue writing, recording, touring, yakyakyak.
I suppose it's where you draw the line. You draw it somewhere between McDonalds and Sony, I draw it on ads in general even though I'm sure there would be exceptions to this.
Basically, I don't want my music making some huge corporation richer, even if it made me richer at the same time.