I dont have a problem with in-game advertising (except spyware). Anything they can do to reduce their production costs, will surely be passed on the end consumer in some form (assuming there's healthy competition)
Advertising is a necessary evil, and I think its actually quite brilliant how its entering virtual spaces (where we gamers seem to be spending most of our time) ...in fact the ideas some of you guys had in this thread is a focus group facilitator's wet dream (commercials during gameplay or while loading...
Ads in virtual spaces is nothing new, think Audi in "I, robot" or aston martin in 007 movies, and so on...the trick is to do it in such a way that you don't piss off the end consumer...which EA obviously failed in