Borders and boundaries have ceased to exist as people tweet, blog and chat online in real-time, 24 hours aday, seven days a week with just about every country ontheplanet.
While billboard in modern day NYC in Grand Theft Auto might fit right in with the environment, how do you plug a product on an alien planet in the year 2553 in Halo, or do the same in a fictional medieval world filled with dragons and orcs in Skyrim?