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> (...) this isn't even really an ad at all -- it is part of the onboarding for our completely optional (...)

Wow. So disappointing.

Right. It's an Ad.

But then when is any button in the UI not considered an Ad?

Chrome's new Side Panel button is an ad for the side panel feature.

Can't comment, as I don't use Chrome.

But to answer your question, a button in the UI is not considered an Ad when it's there to facilitate whatever the app is used for.