Ink is not toner. Your ink jet will lose it's ink it evaporates or something. If you got a laser printer instead of a ink jet, your toner will last a long time, toner is not liquid ink.
I to had once thought of that. This idea is the same for TV shows. They have been putting product placement in TV shows. The main character is holding a can of coke for example, or there are some donuts in the background. It isn't that much of a distraction.
If advertising starts being required for games and TV shows this limits the types of shows and games you can have.
For example, it would very wrong to have the captain of the U.S.S. Enterprise in Star Trek to hold a can of coke. Since that is the case, what might happen is simply we would never get any shows/games were it wouldn't be appropriate to have ads.
Developer: "Here is a good idea for a game..."
Business dude: "Does the setting allow for good ad placement?"
Developer: "No"
Business dude: "Then come up with a different idea."
Thus spake the master programmer: "After three days without programming, life becomes meaningless." -- Geoffrey James, "The Tao of Programming"