I haven't clicked on the link yet, so I don't know any details.
But, my first thought is, "NO!" If I pay for an eBook I am not looking at any ads.
EDIT:
I've read the linked article. I would, for free, accept eBooks with an ad at the beginning or end.
However, you couldn't pay me to read a book with an ad like the example cited from A Tale of Two Cities. It reminded me of the movie - Idiocracy. If you have never seen the movie, at least take the time to watch the opening intro. IMO, it's the funniest part.
http://www.spike.com/video/first-10-minutes-of/2811209