Microsoft's evolution into adtech is the natural evolution of industrial capitalism.

In the 19th century, mercantile giants evolved into banks, because after expanding to the limits of their trading turf, that's how they'd get secure, predictable Return On Capital (ROC).

In the 20th century, industrial giants evolved into fintech services, because after expanding to the limits of their markets that's how they'd get ROC.

In the 21st century, the largest software companies seek to evolve into adtech for the same reason.