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> this "ads everywhere" has leaked into Windows 10 (though you can turn them off a bit).

Where? I've been using Windows 10 everyday for months and haven't seen an ad. There was that one time that something resembling a Tomb Raider ad was served to users' lock screens, but I never saw it myself and I've never seen anything else.

Maybe it depends on which version of Windows 10?

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Mainly the start menu. Just because they aren't "random ads" like a Coke video, doesn't mean they aren't ads. Showing offers to buy software is definitely an ad.

I think there's pop-ups for Office as well as pre installed "apps" that are just links to buy.

I feel like I'm losing grip on reality. My installs of Windows 10 have none of these things. Are we just talking about Windows 10 Home here?

Which version are you currently using? I will be making the jump shortly.

lock screen, start menu, "growl" notifications…

You're really making a mountain out of a molehill, I can hardly find ads on W10 if I try. Never actually noticed one before.

Maybe they're just really subtle ads, and thus (to some) more insidious?

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