former MIT academic and current Xbox Live Arcade product planner David Edery think so. He wrote a 2006 article for the Harvard Business Review, suggesting that reverse product placement, the commercial translation of fictional brands or products from games into the real world could make sense. Edery argues, why spend tens or hundreds of millions of dollars fighting mature competitors for mindshare and shelf space in the physical world when you can launch a new offering in an uncluttered fictional one?