Auto-play video ads with sound

These have hit me twice in the last week or so, and both times were in the same location. This last time was for Febreeze. I'm just hanging around, reading a page, when one of the ads starts talking to me, without so much as mousing over it.

I just got it again (that's 3x total) while writing this. Same location. Cascade this time.

Screenshot with ad circled in red at https://dl.dropbox.com/u/5131768/verge_noisy_ad.png

Is this going to be a regular thing, Verge? I hope not.