There has been a rash of complaints about the increase of in-game advertising. Personally, I don't see it as a problem. If anything, it helps build the realism of the game world. On my way to work every day, I pass over thirty billboards, so a few in a game is fairly realistic. The only problem I have run into is the lack of variety. In Rainbow Six: Vegas, I thought it was really cool to run into a Dodge Ram in the streets (partly because it was virtually identical to my own truck), but once I realized that every single car was a Dodge, it kind of hurt the experience. When playing Mercenaries 2, spotting the billboard for the movie Righteous Kill (which sucked, by the way) was pretty cool, but seeing that same ad on every other sign was disappointing. If they were to go out and get three or four other sponsors, and multiple ads for each company, these advertisements would blend seamlessly into the games. I can almost understand the argument that we pay for the games, so we should have tp pay for them advertising to us, but ads have become so integrated into everything else (movies, cable TV, billboards on toll roads) that I don't see it staying out of video games.