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I'm not keen on product placement to begin with, and I really shudder at the idea of the text changing to serve the needs of advertisers. (Did anyone here see the movie "The Trueman Show"?) We may end up with this, just as we may end up with content that self-censors if it thinks the reader is underage or in a country with repressive content laws, but I'm not looking forward to it. I'd prefer to keep advertising and content separate.
Customizing the ads based on the content or the customer preferences/profile would be fine, though, as long as the ads are separate from the content.
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