Does familiarity breed contempt?  Sure, but sometimes it is useful for other things.

Right now, I'm enjoying the song Two Weeks by Grizzly Bear.  It's a good song, and it's catchy, but I can't help but wondering how much my enjoyment was helped along by a VW commercial using the song.

And along the same lines, I'm also enjoying the Beach House songs Take Care and Zebra, and I can't help but thinking they've been used in a commercial. Maybe not.  Maybe they're just catchy and I've listened to them enough to think I've heard it somewhere else, when I haven't.

whatever.