Microsoft and EA pay youtubers for endorsements.. Is that actually so unexpected?

Two days ago a leaked copy of the legal agreement between Microsoft and the most influencers youtubers of Machinima has been showed to the world (3$/1000 views for positive advertising about how good is the xbox one).

Today seems that also EA, with its agreenemt called Ronku, bought the approvation of some famous youtubers for making videos showing how great are games like Fifa 14 (unecessary), Battlefield 4 (completely unnecessary).. and the new Plants vs Zombies 2 (OMG.. really?).
Reason for the great effort took to make a good review video for PvsZ2, EA has increased the pay per views to 10$/1000.
A good affair.

When the leaked copies had been showed hordes of youtuber's fan started to criticize those channels.
But the question is.. Is the fact that the most influencers of the internet get money for advertise so unexpected?
We have to understand the finally internet has gain the power it deserves, and when something became so desirable it's obvious that all the major will be attracted to capitalize this new opportunity.

Btw: I don't blame this youtubers for sign this agreement.

-Be Human-