Advertising to appear in games

Well, it may become more annoying to play online games shortly. An article in the UT is saying that advertisers are getting permission from game companies to insert ads into the games themselves. For example, in the game SWITCH Wakeboarding, players will soon see bright yellow Sprint Nextel ads interspersed on ramps as they buzz around on their boards. So not only will you have to deal with the pop-up ads while your game is loading..they will be around for your playing time as well!!