Ads wouldn't bother me if they make sense. Playing sports games where ads are all over makes sense to me. Playing a game like 2142 set a 100 yrs from now showing an ad for the TV show 24 does not make sense at all. Hell half these games have a hard enough time keeping lag out of their network code and now we are adding one more layer of complexity on top of the mess. I'm all for a company making money but I think this time its going the cheap and easy route instead of stepping back and seeing that the crappy games they release is the reason they are not making true money. Fix the problem...don't ignore it.