Marketing Synergy

What do Fluevog Shoes, the Canadian shoe company, and Goldfrapp, the English electronic duo have in common? Well they must believe their target markets collide. I recently received a pair of shoes with a Fluevog Business card from Chicago and a Goldfrapp card with a free MP3 downlaod. Shipping costs for the Goldfrap card $0. Now the only question is -- do I like the song because I like the shoes?