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Billy Mays... heh... we always laughed at and made fun of his ads. They were part of the entertainment...
TV is significantly different from e-books in that it gets more "eyeballs," so they go all-out and spend the big bucks for ads that attract viewers. E-books should be spared such attention and lavish effort (and also won't see similar revenues, except possibly with big name bestsellers).
Spam ads are a danger, just as they are with websites. Most of them only pop up on less-reputable sites now, whereas most reputable sites make an effort to screen them out. Hopefully author/publishers, concerned about their own reps, would take the same precautions (I know I wouldn't just accept anyone's ad, or money, without vetting it first).
Less rep-concerned authors/publishers (porn, etc) might be less discerning, as they are usually in it just for the money, and not too concerned about other issues like credibility... and their customers are too interested in the content to care... but even they could end up losing if too many people fall to viruses spread by their books/sites, and word gets out.
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