Many publishing companies are toying with the idea of building advertisements contained within books. The idea is that books can be sold at tremendously reduced costs or given away for free with the intention of making long term gains with making money on ad-clicks or people purchasing products. Would customers accept this?
The big advantage with advertisements being displayed within ebooks is the cost to the end user. It would encourage people to pirate less because they could get the official version for free and give the companies important data on downloads and customer demographics. Most users want to do the right thing and get the book via legitimate channels. A fair chunk of users would continue to purchase the ad-free books but the option to give it away with the ads embedded in the book might be a solid option.
pirate less? HA!!! i'd trip over myself running to pirate sites to get ad-free versions.