In-game Ads - Cool or Unjust?

Ever hear about how film studios paid to display products during filming and then seen how the roles reversed with products like Coca-Cola paying for top dollar for the limelight. Well gamers have become the next target, except they think it's cool.

CNET News.com reported that "two-thirds of all men in television-owning households between the ages of 18 and 34, and 80 percent of those between 12 and 17--prime gamer demographics--have video game consoles in their homes," according to a Nielsen study released on Monday. But the bigger number is that U.S. households with televisions that also have video game consoles has risen from 38.6 million to 45.7 million homes over those two years. That's a huge audience and advertisters are taking note. But what's the reaction of gamers? Seeing billboards with Coca-Cola logos and other top brands makes the game seem more realistic and cooler.

While these guys may be more heavily focused on watching cartoons in between hours of gaming with buddies, I'm thinking, I should be paid everytime I'm forced to watch an ad on the game I paid $50-60 for.