What's new about that? Do you even use any apps from the app store? If you ever did download a nice free one, you'd know: they have been coming with ads ALL ALONG. This is news to you???
So now the ads will be better integrated. Instead of forcing the player to leave the game (which they
already do, and have done ALL ALONG), they will now be part of the game. E.g.,
interactively try it out a demo of whatever is being promoted.
Why are you all worked up about an improvement on such an old (and already existing) concept?
You don't like the idea of
developers getting paid for hard work (while users get to play games for 99 cents or some ridiculously low price)?
Are you a communist or something?