With the talk of advertising in games I thourhgt id add my comments on the subject, personally I think advertising in games, depending on the nature of the game, can be a good thing. Toca Race Driver 2 (and prob 3, tho I didnt play it as much cause I got a 360) had a lot of advertising in it, and it added to the realism of the game.
I read somewhere else that at one time Game Companies would have to approach the company they wanted to advertise for permission to use their name. And that now adays the situation has reversed and companies approach Game Companies with the intention of getting their name in a game. If this is anything like television, where big $$$ are paid to put an advert on tv, then Id hope this extra revenue generated through advertising in games will help to substantially bring down the cost of gaming in the long run.