Yeah, I'm considering the game and content promotion as ads. For games it's not really an issue, but I get annoyed by all the cross promotion of media stuff that I am not remotely interested in. Really, I want the ability to turn that off without keeping the system offline. I paid for the console, and its the absolute last way I'd ever search for information, so I resent having ads for Battleship avatar hats and ESPN in my face. If Xbox Live was free, on the other hand, there wouldn't really be any room for complaint.