Brands as content creators

How long before we stop calling them "viral" campaigns in favor of "Brand Inspired Content"? 

 Two new "viral" sites launched by Microsoft show the increasing sophistication of viral web sites. is an anthropomorphized version of Windows Live search.  Very sassy and fun. features comedian Demetri Martin promoting Windows Vista.

Unlike a corporate web site, these sites are meant to entertain and brand as opposed to bring people closer to an immediate transaction.  Exact results are proprietary but their ability to attract an audience without much paid support suggests a new role for content creation as a media vehicle.