Companies love celebrities to help give them credibility and provide a familiar face to market their brands, and celebrities love companies for freebies, boosting their presence and, of course, cash.
It was no surprise then that when BlackBerry unveiled its BB10 operating system out came Alicia Keys, spouting some nonsense about having a fling with an iPhone before moving back to BlackBerry.
Not only this, but Keys became the "creative innovator director strategist" or "future imaginer" or something like that, for BlackBerry, as the love-in between firms and celebrity fans continues apace.
This got us thinking about some of the other bizarre tech-celeb love-ins we've seen in recent years as we head towards that most corporate and contrived of all marketing invented days - Valentine's Day.
10. Bill Gates and Jerry Seinfeld hit it off, sort of
One of the most beloved US comics of all time, Jerry Seinfeld's eponymous show Seinfeld was a huge hit, with the star reportedly earning $5m per episode during its heyday. It's scary to imagine what Microsoft must have paid to use him in its adverts then.
The bizarre spots featured Seinfeld and that other renowned comic actor Bill Gates riffing on shoes and other hilarious comedic ideas, all in the guise of selling Redmond's dog-awful software update Vista.
The public didn't get it and they were soon canned, but the legendary adverts live on in our hearts, and more usefully YouTube, so we can relive them in all their awkward, stilted, glory.
Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal.