Clever strategy, especially given (assuming I'm reading this right,) we're talking about a print ad and not something on the Internet? When it came to the Destiny fragrance thing, they pulled it VERY quickly (probably because Activision and Sony were both breathing down their necks about it,) but even if EA is similarly irritated by this advertisment, it's already out there. =P At most, steps could be taken to prevent it from being done again- as I doubt either Sony or Microsoft would get on a publisher's bad side by leaving the 'gray area' and explicitly violating an exclusive advertising deal- but presumably every copy of this particular issue will have the ad regardless of what response is given to its presence.
Like the Destiny fragrance ad, Microsoft benefits from the added word of mouth when the media discusses the occurance. UNLIKE the former, the fact that this is a print ad means it can't be pulled, removing even the 'Hand in the cookie jar' backpedal the Destiny thing ended on, letting Microsoft continue relatively Scot-Free.
Like I said, clever. Inevitably Sony will reword its agreements to more explicitly block this kind of stuff, and Microsoft has probably already done that to keep Sony from doing the same thing.
...does suck that they couldn't even fit 'Rise of the Tomb Raider' SOMEWHERE on an entire freaking full page ad, though. >_
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