I don't mind Ads that help recreate the atmosphere. It's the blatant, we don't care about our product Ads or realism (like last year's Overlay Ads) that ruin the gaming experience. The way 2K did it in NBA 2K10 was fine, and I don't see a problem with what I have seen n the EA Demo other than the fact that the Ad completely stopped the game and reset my play call. Fix those two things and it's fine.