Sony reportedly plans to put ads in Playstation games (theverge.com)

I primarily use PlayStation for my console gaming, and this kind of thing will push me even further into the PC gaming space than I already am.

In spite of the headline, this is only for free-to-play games seems MS plans too also.

They would never be stupid enough to do this for paid games. PS has won every generation since the PS1 by a huge margin (excluding the Wii and handheld). It would be suicide.