first lance now indie rock - what else?

Somewhere in The Crying of Lot 49, Thomas Pynchon has forseen this bizarre sponsorship story...The Postal Service -w- The Postal Service

Though the specifics seem unbelievable, somehow it should not suprise us that The national mail carrier and indie rock should become bedfellows. It's been said before and proven yet again, our upandcoming generation of artists don't necc view corporate (or even goverment) sponsorship as some sell-out kiss of death, it's just another means to support your music. nice to see that Cliff Claven and Co. realized the opportunnity here instead of just knee jerking and litigatin. still, if i think about it too much, my head hurts.

Having no apparatus except gut fear and female cunning to examine this formless magic, to understand how it works, how to measure its field strength, count its lines of force, she may fall back on superstition, or take up a useful hobby like embroidery, or go mad, or marry a disc jockey. If the tower is everywhere and the knight of deliverance no proof against its magic, what else?
--The Crying of Lot 49, Chapter 1