It isnt just ads, there are excusive developer interviews, beta keys given out, demos before they are supposed to be out (sad Kilzone 2 demo a month or two before release), and more. It realy isnt that bad. And really its not $36 like everyone is saying for 13 episodes, its $24.99.

The service is called Qore.

Sounds like Sony needs extra revenue.  If they can pull this off, good for them (SONY advert dept at least).  In any case I prefer the net and Inside Xbox for free news and clips.

 Oh they will still have free news, demos, and everything else. Just consider this a premium service. 

Basically for FREE you can play online with friends, chat, do everything now.

For 2.99 or 24.99 you can bonus content and stuff. 

So really no one can say they are trying to copy off XBL's Silver/Gold account crap as Sony will never not allow a gamer to play online with or without Qore.

 But you still have to fork over 50$ to play XBL online annually, PSN will remain free but this will take it a step further to enhance the online capabilites of the PS3 + upcoming release of Home will make the service even more enjoyable.

 you do know xbox live cost £40 a year, while PSN is Free forever.

 Better than paying for online gameplay.  Easier to just say no.  Harder to hate the company for instituting the scheme.