So maybe you get my point. Commercial games are (at least in Europe) extremely expensive. If ads could make them affordable, I could be for it, but, of course.
The hit-driven, winner-takes-all business model is maintained by the biggest players to lock-out competitors, not because games have to be £40. The last thing EA wants is for games to sell at an impulse-puchase price-point that would negate the advantages of its vast marketing budget and licensed deals - the only reason for such companies to consider in-game adverts would be to push profits up, not prices down.
Space Quest 5
There's a limit to how much advertising you can put into games that run on basic hardware and come on disks. Don't confuse good judgement with technical constraints.