Earlier this week Gearbox announced that it had signed an in-game advertisement agreement with Double Fusion, which made the community quite uneasy. To calm down the fans Gearbox President Randy Pitchford has written a blog to explain their reasoning and point out that so far no specific deals have been made, but that in-game ads done right only adds to the authenticity, increases awareness for the game, can lead to a bigger budget which results in a a better game.