If they offered two versions, one at 60, and one at 40, but the 40 dollar version had ads, I'd probably save 20 bucks and deal with the ads.
However as it is now, you really have no option other than to view the ads if you want to play the game.
Is it the end of the world? No
Am I going to rush out and give EA 60 bucks? Probably not
I'm not too worried however about it going much further though, its the same as putting an ad up on the hockey boards, we have gotten used to them and don't think much about it, but I'm sure when they first put ads in the hockey areana people had the same reaction. We dish out 60 bucks no problem to go to the rink to watch a game, while during the whole game its one advertisment after another, but in the end being subjected to these ads "technically" should make watching the game cheaper (We can debate whether thats true or not), but I would hope in the future if there are ads in the game, the price of the game is lower, seems only fair to me