WHERE DO THE ADS END?
It would be one thing to see ads in game on a billboard on the roadside, but something else to have ads flashing in your face, mid game, and given that it is EA, that is a very real possibility.
Just a matter of time before we get ads in dreams ala Futurama

https://www.tomshardware.com/video-games/ea-is-looking-at-adding-in-game-ads-in-aaa-games-well-be-very-thoughtful-as-we-move-into-that-says-ceo