I haven't played the multiplayer yet. I don't think it's my thing from what I have seen but surly the act of earning the cash is the main reward for playing the missions. It's like COD having issues and making up for it by getting everyone to level 65.
I don't think GTA should be he GOTY. It's a really fun game, the S&F writing is great and it improves on the previous games in the series e.g. saving thorough the cell phone is weirdly a great addition.
That being said the mission design is fairly boring and the "jokes" and stereotypes just seem a bit cheap sometimes. I also have no interest in things like virtual bike riding, running and yogo...
I just hope it's somewhere further south than the setting for Skyrim. I thought the game was really well put together and enjoyed working through it but everything being set in such a cold, bleak place did bore me after a while.
I don't use adverts for many of the same reasons as the OP. Would would be cool would be if youtube had a few more ads in the rotation. Spend a while on Youtube and you will see mostly the same ads.
If I really like a site i'll subscribe (i.e. giantbomb.) but I also respect Gamespot for just scrapping subscriptions altogether in favour of every user getting ads. The two sites are VERY different of course and the COD generation that go to gamespot often probably are influenced by the ads.