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I'm kinda torn on in-game advertising. It'd be a great idea if theoretically it could help lower game costs by just slapping some ads on billboards you drive past on GT but like he said you just know somebody is gonna cross that line and get really annoying with ads popping up during load times, especially since some game setups just don't have a lot of room for subtle ads (I really don't want to be playing Halo and suddenly the Tide® Flood appears!)