&gt; <i>By default the store app MIGHT show some logos for featured apps, but that&#x27;s as far as it goes</i><p>Yeah, those are ads. It&#x27;s like when the homescreen of my Kindle that I paid more for to get without &quot;Special Offers&quot; started showing books I may be interested in buying based on my reading history. Also known as ads.<p>It&#x27;s insulting. I&#x27;m sure over their entire customer base it comes out as a positive feature for them, though. People more likely to click through to the store when they see a game name or screenshot they recognize, while only alienating a few.<p>At least, as you said, they offer an explicit and easy way to disable them, unlike Amazon at the time, who then took years to add an option to disable those.<p>Which, by the way, is all I&#x27;m asking for on the telemetry front as well. Opt-in by default all you want. Bury the setting three panels deep (don&#x27;t reset it at your whim, though). I&#x27;ll feel insulted and slightly dirtied, but I&#x27;ll disable it and move on, active Windows customer that I am.