Pfft, good luck with those ads. I was asked about this at work recently and it's clear that in-game ads are coming since we've got a game landscape of movie and sports sequels.

What I didn't mention, though, was that it'll only be a matter of time before there's a work-around. For every 'Insert Disc 1' to play incident, there's a NOCD patch to fix it. For every in-game ad there will be a NOAD patch to stop the requests.