Advertising in Games

I was just reading in IGN about EA dynamically advertising in games I like the comment:

advertising is not only nice to have, but it's an essential component to create the fiction of being there

I agree that it might well add to the realism of the game in question but the real motivation isn't to make a more authentic gaming experience it's to create another revenue channel. I doubt this will result in the games in question being cheaper though. It will be interesting to see if they allow it to be turned off (in the event that someone doesn't want this added realism) or whether we'll see a bunch of people blocking sites in the same way as they do with banner ads.