I just tried the free download of the May Wired iPad issue, and I found some of the new interactive ads terribly annoying. For example, the Lexus ad isn't even as good as a children's Where's Waldo book. There isn't any actual Lexus vehicles in the photo. You basically just drag the magnifying glass randomly around the screen until you hit a programmed hotspot. Idiotic. And to make matters worse, the ad turns off the swipe page turning ability. You have to tap the page and use the next page arrow button. So to summarize, it's an ad that tricks readers into thinking they are actually playing a game and turning off the normal ability to turn the page. If their cars are anything like their ads, I would stay far far away.