When the SciFi Channel started a Twitter feed for a character on Eureka that automatically follows anyone who mentions the show, I thought that was creepy, but also a little clever.
When they started doing cross-promotions for the show involving Degree brand deoderant, using the commercials that spoof home shopping channels, I thought that was kind of blatant, but I have TiVo, so I never had to watch them.
When they started having fictional characters on the show pitch for Degree during commercial breaks, I thought that was really blatant--but again, TiVo.
When Degree started to show up prominently in placement positions around the show, to the point that it started to look like a parody of product placement, I thought that was getting close to the line of what I could comfortably watch, but I still kind of liked the show, so I put up with it.
But when they wrote an episode about an artificial second sun, and one character walks into a lab and says "So, I understand you're working on a compound that could keep someone cool under the most extreme conditions," and then Degree is sitting right there on the desk in a close-up shot...
Well, that would be when I stop watching. If anyone from NBC is paying attention--say they've got some poor intern whose job is to track the zeitgeist across unread corners of the Internet like this one--you might want to consider ending that particular promotional experiment. Or at least hire better writers to do the shilling.