Yeah seriously; I've been seeing ads like this in games since at least the 6th generation of consoles (PS2/GameCube/XBOX). I distinctly remember seeing Napster and Cingular Wireless ads in Tony Hawk's Underground 2, for example.
Hell, in the 90s we had entire games that were basically ads, like Chex Quest, Cool Spot (7-Up), and M.C. Kids (McDonald's).