iAds: Because Bigger is Better, Right?

Apple is taking mobile marketing to a new level (of annoyance). In his press conference to discuss the iPhone's new OS, Steve Jobs described iAds, in-app ads guaranteed to make me want to play less games on my iPhone. For those of you iPhone users out there, you are probably familiar with the small, unobtrusive ads that border many apps. Apple is looking to change the game by making ads full-screen and forcing users to interact with them (via a short game, a questionnaire, or the like) before continuing on to the app they are trying to access. One of the beautiful things about gaming on the iPhone is how casual the process is; you can suddenly find yourself in a 5-minute line and immediately pick up your iPhone to play through 3 rounds of Trafficjam. Add in obligatory interactive ads and the ratio of irritation to gaming bliss increases dramatically. I don't want to rearrange furniture in a Target ad, I want to rearrange blocks to get the red block out! Which sounds similar but damn it, gaming will be on my terms or not at all. Until AdBlock comes out with an iPhone version (which of course will never happen as Apple would have to actively decide to shoot itself in the foot), I have a feeling that consumers will be losing some of the "casual" part of the iPhone's casual gaming apps.