It was bound to happen, the companies want to make more money and advertising is the easiest way for them to do this. But how they get the information will need to be put under scrutiny. The EULA's will be worded in a way that allows them to access the data on your pc, so it doesn't infringe on privacy, since you have to accept EULA to install and play. I think one thing these companies aren't thinking of with this, is that the advertisements showing in game could potentially be for one of their competitors. Could be playing an EA game and see Ads plasters all over the place for Activision games. Wonder how they'll try to filter that out.

While any person can pull numbers out of their ... and make up statistic for studies to justify whatever they think is right. I think the most accurate statistic would be that the 1% of ignorant people always ruin it for the 99% that have common sense. Games are no worst than movies or whatever they show on television.