Slashdot writes about Battlefield 2142 in-game-advertising and how this is portrayed among users as spyware. This leaflet also explains what EA is after. I understand the frustration the consumers are going through.

I believe the business model is the biggest problem here. When consumers pay for something they are taught that they don’t have to put up with advertising. It’s in the logic built by the the world around us. EA could have put out two different versions of the game, one with in-game-advertising that would sell a lot more cheaper and the other one with the option not to show in-game-advertising (and naturally this one would be priced more heavily to cover development costs in one purchase).

This is giving consumers an option – the natural thing they want anyhow.