EA's In-game advertising deal

Miscellaneous Forums/General Discussion/EA's In-game advertising deal

http://biz.yahoo.com/bw/060831/20060831005161.html

I don't like the sound of this at all. Playing a game littered with 'dynamic' adverts? No thanks.

To me, its the slippery slope leading to far more 'in your face' adverts disrupting the game.
I imagine for example, after reaching the end of a level, or race, a mini commercial will jump in before the next level starts.

How long before we get full-blown commercial breaks in the game?
Will the game be cheaper? - NO!
Why are we PAYING to see ads?