The "guy" in question isn't just anybody, it's Matti Leshem. Leshem is extremely well-connected in the Los Angeles production and marketing networks (I know of him tangentially from my television work), and his company, Protagonist, is Pepsi's primary strategy consultancy. I'm pretty sure TBWA\Chiat\Day is still Pepsi's marketer of record, but Protagonist drives the social push, broad strategy, and so on. They've worked with him over a decade so Leshem is basically a Pepsi man and the Mountain Dew angle of GAME_JAM makes a lot more sense in that context.
Based on what I've heard of him, Leshem turned a career making soap operas into one of those "high-energy brand power" sort of consultancies, the marketing equation solved to its limit that disgusts everyone when they think about "marketing." He and his wife represent a big Hollywood power couple -- she's high up at Warner Brothers and responsible for movies like Se7en and Benjamin Button, he's responsible for cultural triumphs like "USA Rock Paper Scissors League" (sponsored by Amp Energy, a PepsiCo brand, of course).
Not to be confused with the other "guy", Josh Mattingly: "The original concept work came from Indie Statik’s then-face Josh Mattingly and Game Jolt founder David DeCarmine, back before that ugliness back in January lost us half our staff and an EIC in around twelve minutes."
"Also, how are yo, pretty lady? :)"
"I will kiss you on the vagina if you do"
"Ill still kiss your vagina"
"Let me know if you need a penis for anything in the meae future *near"
"Like. My penis. For your vagina"
[Too explicit for me to feel comfortable leaving readable]
It's called selling out and it's socially accepted because it's a survival necessity for nearly everyone. There are principled communities where it matters, and then on the other side there are websites like this one dedicated to the idea of selling out. For everyone else their prepackaged rationalization is the Yuppie Nuremberg defense.
I'm not talking about a hippie commune or something, but that in some subcultures it is actually a thing people mentally struggle with and make decisions with more emphasis on principal than money. Another commenter gave the example of death metal, which is a good one because music and art in general are where I see the attitudes the most.
Interesting, thanks! The Indie Statik article didn't do a good job of framing who he was.
I'll bet Polaris tries to push the "it was all Matti's fault" angle that the Indie Statik article had. But I'm assuming Polaris knew exactly what they were getting themselves into when they got Matti on board for this, given the information you shared.