1) Happy birthday!
2) You're right. It will never bring down the price of games. So long as people willingly accept the same price of titles with in-game ads they'll push the envelope as far as they can with it. I personally will begin pushing back if the ads ever so much as interrupt the gameplay experience. (Need For Speed: Most Wanted's Burger King billboard ads that fly by as I do 220 in a Porsche don't make me worry so much.)