The Wipeout HD ads that popped up during loading were annoying, but they're small potatoes compared to a more antagonizing form of in-game advertising Sony was developing.
Sony Computer Entertainment applied for a patent that forcibly paused a game to display an ad and then resumed the game after the message was shown. Basically, Sony was working on in-game commercials.
Here's an example of how the system could work.
Figure 2 illustrates slowing a game down is one of the ways players can be pulled from playing a game. Other examples listed include: a blinking light, an audio cue, and a warning message that says "game play is about to stop." Once the game pauses players watch a commercial and a similar event (a blinking light, warning message) let's players know the game is about to begin again.