They're using it in coffee adverts now? Please, it was only ever supposed to fill a void, not make a positive association, perfectly adequate wall paper music you can listen to without listening to it in a wholly unashamed fashion without caring about taste.
musou wrote
everything we love and find meaning in will eventually be decontextualized and commodified to the fullest possible extent unless its creators specifically take steps to prevent this from happening. actually i think the way instrumental hiphop often gets treated as a kind of aural furniture rather than something worth paying attention to and experiencing for its own sake probably contributes to this happening because there's no shared cultural practices or values being transmitted along with the experience of the music itself