What gamers really want: up-to-date ads

From the Washington Post:

"Some areas naturally support the advertising," said Chip Lange, EA's vice president of online commerce. "If you drive around an urban environment and there's no advertising, the space feels naked -- and if the advertising is dated, the game feels old."

Thankfully EA has found a way to solve this pressing problem. The next version of The Need for Speed will include roadside ads that update via the internet. Says the Post:

Some players find such advertising objectionable -- after all, many games for the Xbox 360 cost $60 apiece. But many game fans say they like the ads because they contribute to the illusion of a realistic urban or sports-arena environment.

Personally, I'm all in favour because of course EA will use the extra revenue they get to reduce the price of their games, right?