Behold the power of the digital commons!
I've done a little research on this, and I can tell you that the advertisers have been trying to commercialize and ad-ify games from the very beginning. And they have always failed, because (1) gaming is interactive, and ads disrupt the gaming experience, and (2) gamers today are highly mobilized thanks to the Web. Disrespect the commons, and you will face the merciless wrath of the AGM (Angry Gaming Mob).
This isn't the bash the ad people - they're just getting a message out, nothing wrong with that. But there's a right way and a wrong way to do this. For all of Home's problems and limitations, Sony got this right -- keep the ads low-key, and build the advertising into a consumer experience. There will always be some level of advertising in games, but the trick is to manage it at sustainable levels that never, ever impede the game-play or experience (MGS4 does this very nicely).
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