NBC Goes Underground

As I'm listening to 3WK Radio, I heard a few minutes ago ads for something I hadn't heard ads for before on 3WK: the NBC Thursday night shows "Joey," "The Apprentice," and "ER." Following that was the site's traditional tag line, "3WK: Underground Radio."

Uh, maybe not quite so much anymore, huh? Not that the music on it is any less indie-rock, but how underground exactly are you still, when you're running ads for Must-See TV?