This is unwelcome, at least at first glance. Will Sony be utilizing my hard drive to store the advertisements for the various games I have installed? Will it be so dynamic that while I'm playing a game off line it is accessing my internet connections to fill a billboard? Do the game producers share revenue?
I can't think of many games that can make in game ads feel natural. Obviously GTA should be able to pull it off. I suppose if the money gained by ads goes to the PSnetwork to keep it free that is a plus.