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I, for one, don't really care about the in-game marketing. As long as it's not going to constantly display banners across my screen, then I could really care less. There's an iPod in MGS4, but it's hardly advertising, it's just an in-game item.

If there's a cutscene in MGS: Peace Walker where Snake takes a break to listen to his Walkman, eat some Doritos and slap on some Axe deodorant, then I'll be annoyed. But just labeling a ration item as Doritos and having an in-game Walkman as an item to use is A-OK with me.