Free electronic textbooks include advertisements

Via Slashdot comes this NY Times piece from today, Words of Wisdom vs. Words From Our Sponsor, describing Freeload Press, a company providing free electronic textbooks with advertisements.

I don't know why this makes me feel queasy, but I wouldn't mind seeing groups of teachers or a professional organization doing the same--supporting the writing and publishing of ad supported, free textbooks. Maybe its because it wouldn't be an attempt to turn it into a huge profit making enterprise, but a real effort to provide free textbooks to benefit students and assist with funding teachers to write them.