It's going to be a whole new ball game promoting games. Because you'll load up whatever interface they have and who knows what type of layout or advertisement method they would use. You know how steam automatically opens ads after you finish playing? I wouldn't be surprised if they forced you to watch ads before you started playing. Whether it's in the game choice menu or while the content is "loading." I'm 100% certain that T, VZ, et al. will use this to their advantage. Charging publishers for "front row" ad seats and the like.