Homefront is an exercise at in-game advertising

Look at that pic. Lumber Liquidators, eh? That’s some major in-game advertising right there and there’s more. In fact, Lumber Liquidators is in four of the eight pics Joystiq featured in their preview post making me think that something big goes down in the shadow of a huge ad. I’m all about keeping the retail price of games down, but can we find a little more tactful way to display advertisements?