There has been plenty of discourse about the nature of sponsored ads in Street Fighter 5 across the internet lately. Almost hourly, there are new takes on what it means for Capcom and Street Fighter 5 to be including ad-based content in a game that isn’t free-to-play (referred to as F2P), and what it means for players to deal with injected sponsored content in their paid-for experience. Eurogamer highlighted a series of arguments on two major camps of the spectrum- those “against” the ads and those “for” the ads (though, honestly, most of the “for” arguments appear to be less in favor of the ads being put in and more apathetic about their inclusion). One of the main reasons why I write this particular post, however, was watching and listening to Joe Munday discuss it on r/SF Radio, and reading his tweets about the issue. It got me thinking deeply about the subject, and… my conclusions arrived at a different space I had initially perceived them to come to. Admittedly, I was initially leaning slightly more to the “it’s a reality of the game industry we live in” argument of the issue. As I thought more on the notion, I stopped and thought about the nature of advertising itself.