Yah, I saw the ads for the first time last night too...multiple times. I don't recall hearing any sound though...I'll double-check that tonight. Honestly, it doesn't bother me a whole lot. I mean, would I rather there NOT be ads? Definitely. Is it going to drive me crazy though? Nah. As long as it's not intrusive to the actual gameplay, it's not a big deal to me. In other words, as long as the ads are limited to loading screens, which I have to stare at (or not) anyway, I'm ok with it. I don't mind ads on billboards in-game either. Heck, I wonder how anyone would see them while racing anyway...speaking for myself, I never stop midrace to admire the scenery lol. I suppose you could see adds while the camera is panning around the track before a race...or directly in front of you while sitting at the start line waiting for 3, 2, 1, GO. That wouldn't bug me a whole lot either though. Now, if they started stopping gameplay to show a video ad whilst I'm trying to get a missle lock on someone on my around the Chengou hairpin, THAT I'd have a problem with. Like some have said, if the extra revenue generated by the ads helps SL to generate more DLC, more often, then awesome.