One could say that free products containing ads may be the business model of the future. Still I wonder how long ads will remain to be of importance to advertisers. At a certain point Joe Public gets immune to ads. I couldn't care less about ads. They may stuff whole games with ads -as long as it's tastefully done-, I don't care a hoot, and I won't be buying any of their advertised crap.. :P
I imagine that advertisers will start targetting ads to the interests of the consumer to prevent 'ad blindness'. There are various ways they could do this, with the simplest and probably best way being where they supply a form which allows the consumer to specify their interests.
This would mean that the ads stop being annoying irrelevancies and start being interesting content. I know that whenever I buy a computer magazine, for example, the ads are often more interesting to me than the articles, as they are highly targetted to my interests.