Product placement can be used to enhance immersion in a game world. Who can imagine playing a game that takes place in Time Square NY where there aren't a million and one adds? Modern setting are already loaded down with ads, why the hell not? At that point it adds to the realism.
I figure this won't go anywhere and its protection for its own sake, you know in case someone else actually tries to release a gaming console/unit thingamabob with that idea and it takes off, then Sony will try to claim patent infringement or some such nonsense.
On the other hand, given how much the Gaming Industry likes to screw its players these days, who knows, could be coming to a PS4 near you. And if that remotely flies you can be sure Microsoft will either steal it, buy it or develop its own version for the whatever their next console will be called. I don't see this being integrated into PC hardware though. A lot of PC owners tend to know what they're buying these days, especially those who buy computers to game with, so they'd take one look at a GPU or CPU with that shit on it and walk.