On face value I'd say it's just a patent for the sake of patent trolling (i.e. they get it before anyone else and can then sue for incredulous damages if someone else figures out how to make a profit from it). On the other hand, I'm now less inclined to invest in a PS3 or any future Sony consoles/products.
I know there was a bit of an uproar a few years back about games featuring in-game advertising, similar to movie or television product placement, but I haven't seen much fallout from it as of yet. Different beast? My head stuck in the sand? I can understand watching a TV series on Hulu - occasionally breaking for the occasional adverts - but paying 30-60$ for a game and getting the same treatment? Nope.
Gizmag wrote: The development hints that, in future, in-game advertising may adopt a model much closer to commercial television.
I already don't watch TV anymore and don't miss it at all if only because I found the advertisements uninteresting at best, and detestable at worst. Don't even get me started on the decibel level changes between programs and adverts with most networks. Hell, even the legal system in the states has been getting caught up in a somewhat similar mess. I suspect some/most/all network companies would make TV remotes illegal if they could.