The NYTimes (free reg. req.) talks again about Massive and in-game product and ad placement. From a creative point of view, in advertising terms, this is boring. Simulation is far more creatively challenging than placing a billboard. Of course, the ad industry was never driven by the sake of creative challenges. Anyway, just a chance to say what anybody else would say (which means you shouldn't be reading this). I do mind having ads in my games. Maybe I wouldn't mind if that made good quality games cheaper or free (so far, don't even think about it. Ad revenues do not subsidizing games and will not for a long time). The big player wannabee here is Massive. Just plain boring stuff.