Critics such as "Businessweek"'s David Kiley argue that the discussion of products within hip hop culture may actually be the result of undisclosed product placement deals. Such critics allege that shilling or product placement takes place in commercial rap music, and that lyrical references to products are actually paid endorsements. In 2005, a proposed plan by McDonald's to pay rappers to advertise McDonald's products in their music was leaked to the press. After Russell Simmons made a deal with Courvoisier to promote the brand among hip hop fans, Busta Rhymes recorded the song "Pass the Courvoisier". Simmons insists that no money changed hands in the deal.