Sony apparently filed a patent for a “scheme” (Sony’s word) that would allow them to inject commercial breaks into videogame playing sessions. Or, as Jim Sterling has put it:
What this “scheme” does is warn players in advance that their game is about to be disrupted before presenting the commercial — in the patent’s case an advertisement for a soft drink. After a brief pause, the game will resume and the player will, presumably, have lost all sense of immersion and wonder why he or she is paying a publisher money for the privilege of making it more money.
This patent may never come to fruition, but the very idea that it is being talked about is a hot load of bullshit.