The ads of the 3(G) generation

In the United Kingdom, 3G carrier Hutchinson has announced it will start offering mobile video ads. As a good article by Mike Masnick on The Feature points out, the benefits of this service are, for now, questionable both, for advertisers and for subscribers.
The first video to watch will be the trailer of the new British cult film “It’s all gone Pete Tong” but it will be available only to the first 100,000 customers. Furthermore it’s curious to read the trailer can be watched “for free”. Are we now expected to pay for advertising?