commodifying ethnicity II: black on both faces

i just caught the mos def envoy denali commercial as part of GMC's new 'diversity campaign':

Forbes Article: GMC's Diversity Campaign

does no one find this offensive but me? mos, once the pillar of anti establshment, is now commodifying his place as a hip-hop icon to sell trucks for GMC? i'm surprised they didn't have him peddling cadillac escalades. he doesn't need the money, the article in forbes goes on to talk about all of the projects that he is currently involved in. GMC has also establshed a hispanic campaign, although i haven't seen any of those yet. i guess its time to tap markets that have no problem spending money on useless status symbols. fight the power my ass.

what happened to rising above the fray mos?