Yea 0 to 1,000,000 monthly plays with web games feels a bit daunting and risky.. like make a game with the hope it reaches that and then see how it goes.. would much rather make a game from day one having a means to monetize between 0 to 1,000,000 plays and beyond.
also yes it's not that interesting if it's not really IN the game. I liked the idea before of having ads in the game so no matter where it's played the ads play and you get credit for them. even if someone tries to rip it off. Though HTML5 may be much easier to hack / modify that than flash in this respect.