I mentioned it somewhere else, but I feel I have to mention it again: Of course the Shadowrun setting is well suited for product placement since it relates to corporations that are already existent in our world today. I personally think, however, that merging my spare-time activity and advertisement is a friggin' awful idea. After all, I want to have a good time playing, rather than, possibly, having to look at some advertisement stream or something like that (I am well aware corporations might already pay money simply to somehow see their name represented somewhere. However, I doubt that they would pay a lot for sanctioning in game products and possible be able to change a few names / implement some symbols of their own).
But, I guess, as long as it doesn't disturb the game, is well implemented and raises enough money that the players can feel a difference (in quality of the game and/or in the amount they need to pay) it would sill be bearable.
About the MAC-adress thing: Decivre already mentioned it. You can simply run Virtual Machines as well that supply artificial MAC-addresses.
Related to the current topic: Well, I would prefer a 'cell-phone subscription model' to a pay-per-month-model - and that of course includes SR:O. But I am not sure whether CP wants to go that path.