Advergaming to increase

How to target the elusive 18-35 year old male. They watch very little TV, and if they do they probably use Tivo technology. They are the largest demographic that tunes out traditional advertising. Enter advergaming, or the the act of in-game advertising.

Gamasutra writes: "Advergaming will continue to be a growing significant segment of video games. As with movie and TV
product placement, games that do a good job of it won't be considered an affront, those that don't will be panned by gamers and critics."

Does advergaming and its inevitable increase concern you?