Having read the article, this is about the "Windows Spotlight" feature -- which shows you a different wallpaper just before you log in. For me it's usually the default "cave and beach" wallpaper[1] although it's shown interesting photos from time to time, so I've left the feature on. It's on by default but pretty easy to disable.

Not sure how I'd feel if it started showing me blatant ads. I'd probably just turn it off. And if they annoy me too much, well, hello Mac or Linux.

I'm going to give Microsoft the benefit of the doubt here, they're still trying to figure out what "Windows as a Service" looks like. Note that Google has ads on its homepage and even Apple delivers ads via push notifications, breaking its own rules in this regard[2].

[1] http://betanews.com/wp-content/uploads/2015/09/Windows-10-lo... [2] https://marco.org/2014/12/01/app-store-rule-5-6