Interactive Advertising Sony Moves

I'm trying to decide how I feel about this. Check it out here:
Sony wants a future of interactive advertising, patents transformation of ads into games | Digital Trends:

Here's a bit from the article if you just want to dart to the heart of the matter:

using the PlayStation Move, the PS Eye, and the DualShock controllers. One shows pizza being ordered directly from an ad by selecting a large “Buy” button with a PlayStation Move controller. Another has a viewer jumping up and yelling “McDonald’s!” at their television screen to continue watching whatever show had been playing previously ... another visualizes consumers choosing between an action-oriented or romantic commercial to pass the time between actual television.

I think that what disquiets me is the androgogy of it: by forcing active involvement and thus engagement it forces attention and to some degree, I suspect, greater awareness of the product. But, on the other hand, what subversions of it will people come up with; will they/we learn to be even more ironic or sarcastic when engaging in this semi-forced way (not fully-forced because we could always just not do it). And if we subverted, took the mick, engaged ironically or subvesively, would that actually mean that the advertising became more ineffective? What opportunities for adbusting code and digital graffiti?

And would that start a re-subversion race in the spirit of Hebdige's Subculture: with constant bricolage being co-opted by the commercial and so on round the cycle?