Escapism does not mean escaping advertising

Back at the FTTH event in Vienna early this year, I cited a statistic from last year compiled by Nielsen, which suggested that the amount of time spent by American male teens in playing video games during prime time would make gaming equivalent to the number six rated program in prime time. The WSJ is reporting today (no link to the original article as it would merely prompt you to subscribe) that Microsoft is to acquire Massive Incorporated, apparently to dynamically serve up contextual advertising in XBox game titles. I wonder if we will see something similar take shape around persistent virtual communities - i.e., a micro-revenue advertising model built around what branding I am willing to display on my avatar?