The article indicates that it's not just game consoles, but DVD players, computers, and televisions. Televisions? Really? Don't we have enough commercials on TV as it is?
As for commercials during games, I don't see how that's gonna work anyway. I mean, unless you're connected to the internet they have no way of getting the commercials to you. I don't do online gaming so I'm not really worried. What I'm concerned about is them shoving commercials down my throat while I'm just using my computer, whether I''m surfing the internet or just playing solitaire on the desktop. That's bullcrap. I already pay for internet service so there is no need for these advertisements.
Also, if they put these ads in online game servers, it should only be for people who don't want to pay to use those servers. Nobody should have to pay to use gaming servers and then be forced to sit through commercials on top of that. The commercials would be a nice alternative to people who don't want to pay.