“The in-game advertising stuff has not been big business. It’s not going to be able to carry the project.”
Pretty much straight the point – that’s why we love John. The answer is apparently going to be an optional fee that users can pay to gain controller of individual servers, configurations, etc. That would essentially be like a lot of the “for rent” gaming server services available today. However, Carmack did say that the game would always be free to play in its most basic form.
John Carmack at QuakeCon 2009