Ads in Ebooks - inevitable and unlikely to lower book prices

WOWIO! There are Ads in My Ebook | TeleRead: News and views on e-books, libraries, publishing and related topics

Ads that advertise similar authors or books by the same author are commonplace. There are ads in print books now and I doubt that they reduce the price of books in any way whatsoever. There are also ads in many PDFs. That we will see ads in Epubs should come as no surprise to anyone.

Two things come to mind:
1. Printable/collectable single-use coupons to buy a hard copy.
2. Advertising in ebooks to support self-publishing authors.

Otherwise its the same-old same-old.