That's what happened with the old kuro5hin ads also, which also had comment threads by default. Non-annoying ads that seemed like they had some idea of what community they were targeting typically got good responses; annoying ads that looked like they had no idea where they were advertising didn't. Of course, some advertisers mixed the two, and deliberately antagonized the audience to get attention (http://www.kuro5hin.org/story/2003/12/5/1923/79187).