Perhaps this is a mixed blessing. If say, Duke Nukem Forever ever comes out, would you really care if Duke is wearing Levis? If that was the only way the game would ever see the light of day, would people pay that price? If they do, will the trend go overboard and make us wish for in-game ad-blockers?
"Due to the increasing cost of game development along with a high potential to raise revenue, more game publishers are utilizing different forms of in-game advertising. During the 2007 Game Developers Conference in San Francisco, in-game ads were brought up during several sessions -- one session focused solely on the dynamics of in-game ads."