|Image via United Rotation|
However you feel about this, it's interesting to list books where this has been done deliberately, as a narrative choice (American Psycho, Pattern Recognition), and consider how an eBook would go about capitalizing on it. Exploiting it, if you prefer stronger language. Let's consider the possibilities.
Is this a new phenomenon? Not even a little. Will it completely warp the eBook experience? Consider television, consider movies. However, it's important to remember that e-readers are still mostly trying to retain pleasurable aspects of the physical book, from page turning to marginalia. And one of those qualities is arguably an ad-free space. I suspect there's only so far this type of thing can go, unless something is being given away for free.