I welcome Sega's announcement and will be delighted to hand over $1.99 to disable all ads - I know their games are of a known quality, and will come without suprise violence included etc.
By way of example I have one simple game he loves to play that randomly brings up images of a guy holding a girl in a headlock with a gun pointed at her head.... and the same ad comes up repeatedly. I can't even disable it via an in-app purchase (trust me, I tried).
As an aside, I'd welcome some suggestions of games he can play, and if anyone reading this is a game developer I'll be happy to provide any imnput to something you are dreaming up.
EDITS: just for clarity of reading