look around the real world, everything is branded.
from the tape measure to the bottle opener and they run throughout your tv channels.

advertising is everywhere and it does depend on how its used and presented and whether the user gets a benefit from it.

if it was crass dating ads on an unrelated app, i totally agree.

But on the flip side, if a photo app was sponsored by Kodak and had a method to send images for real printing directly from your phone I doubt there would be an uproar because its in context.