Is USB memory a new marketing medium?

Audi UK seems to think so according to this post on Marketing VOX News.  Apparently the USB memory devices come pre-loaded with Audi ads.  Remember when you used to be able to burn additional content on AOL CDs before they actually started closing the sessions or how you would collect all the AOL 3.5" disks you could find and cover the copy-protect tab with scotch tape so that you didn't have to buy floppies?  The question is really whether or not someone will opt into viewing your ad in exchange for the stick.  I wonder if you could design the ad so that it erased all the data on the stick after it was done running.