Sony will never allow that.
They have to or at least they should.
It will be fairly simple to implement some sort of ad system like we have in youtube.
And no better way to give back to your community while at the same time ensuring it grows into something.
The way the system works literally is begin for somethin like this. Hell if sony does it right they can even give the game for free knowing the money they make from ad revenue will be more than they can ever make from sales. This is one of those games that you need to et into everyones hands.