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I'm with GC on this. Pulp Fiction really is a great example. If the cultural significance of the specific brand name is important to the scene, then it's gotta be the brand name. So since the "Le BigMac" conversation specifically had to do with the ubiquitousness of McDonalds, then it certainly mattered that it was McDonalds. But when a guy was just eating a burger, it was just a burger. I'm cool with that.
I'm prehaps a bit more forgiving. I don't get annoyed at every single product placement. But when it becomes obvious that a shot is framed to draw your eye to the product, bleh.
Having never seen Castaway, I can't comment on what I think of the use of FedEx.
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'He who receives an idea from me, receives instruction himself without lessening mine; as he who lights his taper at mine, receives light without darkening me.'
-TJ
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