I can't see that it is any different from astroturfing, which is widely accepted as immoral. Just because in one case support is being purchased below the table and represented as the real deal, and as a commercial event sponsor, support is still being purchase but the transaction is made above the table, doesn't make it any more right; Still for both cases the "sponsor" doesn't want the end-user to know about the false nature of the "endorsement".
Over the years Samsung have shown themselves to be perfectly prepared to Astroturf and adopt strong arm sponsorship tactics. They have no shame, or class. But then what to expect of a company which at the same time as it is showing ads taking the piss out of Apple Fanboi launch day queues, sends out crews to film the events in a sad attempt to work out how they manage it. Hint to Samsung, if you find yourself wanting to buy a book "how to be cool" that should be your signal you should save yourself the money. Just stick with the ad agency who came up with the idea of taking the piss out of the Apple queues, be yourself and resist your inner envies and you will fare far better.