To be fair, if that's used instead of a traditional ad banner, then I think it's a great step forward. It's intrusive as it doesn't take up your operational screen real estate, however it is still extremely visible. And it's impact is when you're bored waiting for a sync which means the ad is more likely to get read than a traditional banner would.
Sadly though, I could see this being used in addition to traditional banners. :(
Sadly though, I could see this being used in addition to traditional banners. :(