Well I guess it's where do you draw the line. Accept this and next year you could start having adverts on the main menu.
Publishers will keep trying these things seeing how hard they can push before consumers push back. I think loot boxes/microtransactions have shown largely players that care are in the minority, I think that breaking point in terms of the mass market is still a while away.
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Personally, I don't have a problem with this as long as it doesn't feel forced or overdone. In fact, I actually thought it was amazing the first time i saw product placement in games such as KFC and Pizza Hut stores in Crazy Taxi and Pepsi ads and Pepsiman in Fighting Vipers years ago.