It may not be a pop-up style, but the persistent appearance of recommended games on the home menu of PlayStation 4 has alarmed some gamers, especially because it asks them to download the game. 

A certain user named "MMarSu" posted on NeoGAF that when he tried to restart his PlayStation 4, the icon of "Destiny: The Taken King" suddenly appeared next to the real games on the console. When you click the icon, it won't download the game immediately. However, it will take you to the store and asks you whether you want to buy and download the demo of the game. The user said to the forum that by clicking the icon, you will also be presented with a somewhat expensive offer for the game.

It sounds more like a nuisance rather than alarming, and the player don't want to think of it as an advertisement, because technically, you can remove it from the home menu. 

According to Arstechnica, the incident is totally new to PlayStation 4 owners. However, this form of marketing has already been running since last year when the console was updated to version 1.75. 

The move to bring the player to the store and offer to buy the game somewhat contradicts with what Sony community manager Chris Owen said on Twitter account that none of it is "chargeable".

Primarily, the game is not chargeable at first click, but for a player to be able to play or download the game, he or she has to buy it. This is different to what Owen further wrote on Twitter, that "the feature was intended to automatically download items such as demos and timed trials, free content players might want to try." 

The PlayStation 4 update has somehow brought a new and alarming feature, and with their automatic upgrading, this could amount to possible charges on broadband. The only two things that settle the mind of the players are the option to turn off the advertisement and the fact that it doesn't automatically download the game.

If anything else, a player has the choice whether to download it or not as well as knowing added information such as the price of the featured game. 

Twitter users have been posting their complaints about the new feature, because as it turns out, it's not a helpful reference but an alarming advertisement players don't want to see.