This is a big issue now, I'm reasonably sure. Basically, the argument goes like this: In-game advertising is bad because it leads to Coke machines in fantasy settings and cutscenes showing X popular character consuming X popular product. I personally think that's a load of crap. I feel like I'm reading about this in every game magazine I read (even the old issues!) I am totally for in-game advertising as long as it's realistic (i.e., none of the above examples). I don't turn off my PC in disgust because I see a Superbad poster in a movie theater in Rainbow Six: Vegas, or after seeing an Axe Bodyspray billboard in Splinter Cell: Chaos Theory, because it adds to the realism of the world. Fearing that in-game advertising will go too far and end up with Solid Snake listening to an iPod Nano is like saying that if we keep making cars with better gas mileage, the cars will eventually come to life and kill us all. It's just another example of nerds wanting to keep gaming an exclusive underground subculture, free from real-world influences.