Cost of Xbox 360 to be subsidized by ads?

Bryan Lee, the chief financial officer of Microsoft's Entertainment and Devices subdivision, recently suggested that in some markets outside of North America it's possible that the cost of the Xbox 360 could be subsidized by advertising. Microsoft is already experimenting with several in-game ad campaigns, working closely with Massive; so expect software subsidizing to be a given in the next-gen. But perhaps a Gizmondo-esque
Xbox 360 bundle is also in the works...

[Thanks, JamesO]