I guess Sony's strategy paid off. I complained when they first suggested this, but didn't expect to be just one of many - and the uproar caused them to change their minds. I didn't renew my subscription for their pathetic "video magazine", Qore, because despite paying for it I still had to sit through Burger King ads every time I clicked anything.
Even M$ don't pull stunts like this... they give 1 Vs 100 away for free, and it is ad-supported... I accept that. But when I've paid for a game, and paid for DLC (something else I resent, being a long-time PC gamer where this stuff has always been free... but that's beside the point), I shouldn't have ads forced on me.
But maybe noone cares by now and they'll get away with it. I'd rather delete the game than have an ad forced on me.