Ads in RSS feeds?

Just a thought: how long until we start seeing advertisements -- text only or otherwise -- in RSS feeds? I'm not expecting that this will happen in personal weblogs (like this one), but what about news organizations or weblog hosting farms?

Imagine: the top item of Wired New's RSS feed: "This channel brought to you by XYZ". Or Blogspot could sell text advertisements for its free users (who currently don't have access to RSS feeds).

I can't find anything in Google about this, but with more and more people reading websites using RSS, can advertisements in RSS really be far behind?