Pete Townshend sells his song catalog, wants to commercialize more Who songs.

http://www.rollingstone.com/music/news/the-who-sell-out-pete-townshend-gets-millions-for-back-catalog-20120217

I have a long enough memory to recall a 1989 interview in the departed magazine MUSICIAN where Charles M. Young, citing the Claymation-animated Dancing Raisins "I Heard It Through The Grapevine" commercial, outraged Pete Townshend by suggesting that selling songs for commercial use cheapened them (and listeners' memories thereof).  In 2012, turning songs into TV jingles is commonplace--and sometimes essential for younger artists who might not get significant airplay otherwise.

Having read the article above, it does seem that Townshend sold himself short by not having absolute veto power on what Who (or solo) songs are used for film, TV, etc.

But perhaps part of the goal for Pete is to become rich enough where, as he enters his late sixties, he can resist calls by Roger Daltrey/Who manager Bill Curbishley to go back on the road after the proposed QUADROPHENIA tour.